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Businesses have had to make drastic changes this year to accommodate the new normal. Likewise, consumer needs and concerns have also zig and zagged this year. This dynamic is quickly creating new market realities and navigating them requires businesses to put a greater focus in their agility. They need to know what the customers care about, how their environment is impacting their intentions and where opportunities are to meet their needs and create meaningful interactions. This will require re-imagining how they gain market and business intelligence to be faster, more accurate and actionable in new environments.
At Share 2020, a key theme we hit on is the convergence of search data and business intelligence. How consumers search and how search engines are serving up trillions of historical search results reveal a rich portrait of what consumers want, how they want to consume it and what messages are resonating with them. For many marketers, the challenge is turning what we see in search results into macro trends that can serve as an input into your broader marketing and omnichannel strategies.
Using a combination of AI and trending billions of searches, BrightEdge provides digital marketers with the technologies to elevate search data into macro consumer insights with Market Insights. We built this platform because we believe when organized and positioned correctly, search represents the most accurate and agile representation of consumer behavior.
There are three key aspects of macro consumer behavior that search data can help your organization uncover:
Let’s say you’re a business with an e-commerce component selling thousands of products online. You need to understand across your categories what trends are emerging across those consumers looking for your products and be able to answers to these questions:
With over 75% of shoppers doing a search before making a purchase, your search data is the perfect consumer measurement. Market Insights aggregates granular search data into consumer categories that empower you to answer these questions. Beyond the search and content value, you are now armed to:
Core to the convergence of search and business intelligence is the chance to become even more agile in opportunity identification. Granular search data reveals a lot about what consumers care about and how they think. Market Insights consolidates granular search data into meaningful macro trends. Insights revealed in this data can help businesses:
Armed with this data, marketers have an agile way of observing the market that is fresh and reactive to current events and conditions. Using search in this way helps brands:
Once we understand what the opportunities are with our consumers, Market Insights also tells us how we need to orchestrate content and build our omnichannel strategies to realize the opportunity. One of the benefits of search is that we are marketing with the most powerful arbiter of intent the world has ever known. Search engines like Google use powerful search algorithms to receive trillions of results, reflecting on what users really want.
Market Insights harnesses the real-time search results from search engines to help businesses better plan their macro strategies. This help you to:
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Armed with this data, marketers have a near-real time method for measuring what consumers want when they engage. Beyond search, this data helps brands:
When we start thinking of search as both a channel and a real-time audience listening platform and scale the insights across our business, we make decisions faster and more accurately.
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