Consumer Thinking And Search Marketing12/20/04
According to a recent article by ComScore Networks, about three-quarters of all consumer product research is initiated through a generic search term, such as “televisions” or “Adoption Services”. The report goes on to say that in subsequent research efforts consumers tend to re-initiate the search with generic search terms.
Consumers who are actively searching for product or service information do not start where they left off when it comes to multiple searches. If you consider that many people who use the internet are analytic, comparison oriented consumers then you’ll understand that many online consumers are going to spend some time developing an array of product/service choices based on price, quality, brand recognition, referral, associated services, and intuition.
Consider that in today’s day of franticness and high speed many people either forget small details or have systems in place to deal with small details. Accordingly, unless an online person is an avid “bookmarker” they will do several searches concerning products/services and because they want to 1) not be slowed down by remembering every product or service they come across: and 2) continually be expanding their choice options, they will just by logic and understanding the consumer, almost always start their search with the generic term and work to find the specific product.
Thus, spending some time and resources on generic and general keyword search marketing is a way to key into the thought process of the online consumer just as it is beginning. You need to have your product or service as one of those “initial choice” options as well as being able to be found according to very specific search terms.
The final part is to make sure that your general and generic search terms return very relevant information with an emotional connection. Remember, the online consumer is searching to meet a need or desire; if your website is relevant enough perhaps they’ll end their search with you.
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Darrin F. Coe, MA holds a masters degree in professional psychology specializing in consumer thinking.
Visit him at http://www.consumer-thinking.com and subscribe to the Darrin Coe Ezine or check out the special report “The Internet Consumer Exposed” at http://www.consumer-thinking.com/exposed1
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