15 November 2017
A recent report showed that 56% of consumers from the US, UK, Germany and France begin with Amazon when searching for products online and in a survey Kenshoo found nearly the same percentage. Several studies show Amazon’s growing influence on search behaviour not only for highly transactional searches but also for people in the early stages of research and product shopping.
However, these studies, as well as others, also confirm nuanced consumer behaviour. While Amazon has made significant strides in becoming a primary destination for shoppers, the platform remains complementary to search engines, retail sites and other key properties for queries and driving sales. For brands, it’s important to note that all of these touchpoints remain vital to the consumer journey and need to be approached in a coordinated manner.
Shopping searches increasingly begin on Amazon but data shows that most shopping searches still go to search engines such as Google and Bing. There also remains a significant portion of shoppers using retail sites (37%), Facebook (36%), eBay (31%), and Pinterest (24%) for touchpoints in the consumer journey. Nearly all of these companies, including Amazon, are making moves to broaden their appeal to shoppers.
Amazon recently launched an upgraded version of brand pages, called Stores Pages, that is meant to be a home base for brands. They also launched a shopping inspiration platform called Amazon Spark to draw shoppers in-app to go beyond purchasing products. Google announced an expansion of the Google Express delivery program with a partnership with Walmart. It’s also continuously expanding its Purchases on Google program, which aims to make online buying and fulfilment easier across the web, and recently launched Product Placement Ads, which allow brands to promote products in the search results of retail sites. Pinterest continues to pioneer visual search, making it easier for users to find related products found within pins and products seen outside the platform. It is clear that these properties serve unique intents and they should be measured in a way that accounts for the entire customer journey – syncing up with the type of search being performed or the product the shopper seeks.
Which of these online sites are you likely to use to help you find product ideas and information before making a purchase?
Search marketing runs the gamut from upper funnel awareness down to the most transactional of intents; a planning approach that unifies search engines and e-commerce retail platforms such as Amazon allows brands to approach the customer journey more holistically. It is important to note these five tips to manage search across intents:
Though Amazon has a growing influence on search behaviour, shoppers still use several platforms to find the answers they need. Those platforms, their offerings, and how users engage with them are constantly evolving and are complementary. It’s crucial for brands to build a coordinated content and media plan to help their customers find what they’re searching for.
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