Mastering search engine strategies increases sales, and identifying different online shoppers is important in terms of figuring out channel focus and marketing tactics.
Back when paid search was budding, selling products online was easy. Customers would access search engines, and they’d click through several ads before eventually landing upon an advertiser. While price may have been relevant and while landing pages may have promoted initial feelings about a product, comparison shopping engines weren’t available yet, and display advertising was anything but popular.
Now, however, multiple resources exist for online consumers, and the following channels exist to help buyers navigate your vendor website:
- Mobile platforms
- Paid search websites
- Retail sites
- Friends and family
- Print media
Needless to say, the consumer has multiple—and accessible—resources for comparing channels, and they often select these options on a whim.
There are, however, lines drawn between online consumers and their purchasing tactics. Some consumers utilize retail sites, search functions and brand sites for decision-making, and they aren’t incredibly social or mobile. This group can be identified as “Basic Digital Consumers,” and they adhere to old-fashioned online purchasing behavior.
Meanwhile, about one-fourth of buyers make quick purchase decisions, and they depend upon retail and search sites, like Amazon, to brand websites. They’ll likely adhere to their mobile devices, and they’re surprisingly receptive to digital coupons. These retail scouts are prevalent, about as prevalent as their brand scout partners.
Brand scouts make quick decisions, too, and they rely heavily upon paid searches while preferring brand websites over retail websites. They’re less likely to make decisions based upon price, and they’re likely to depend upon perks and features like money-back guarantees and free shipping.
The Growing Digitally Driven Segment, and Future Prospects
Finally, the digitally driven segment is small but growing rapidly. They’re highly mobile, and they value convenience. Because of this, they’re often found far, far away from brick-and-mortal outlets, and they’re highly receptive to online advertising.
It’s important to notice the segment’s small makeup, and its steady growth may be hindered by cultural divides between physical and digital outlets. “More than half of respondents also said they were very concerned about advertisers targeting kids with personalized ads based on data collected while kids surf the Web,” says Consumerreports.org.
While progress is slow, Internet consumers are becoming increasingly prevalent, and marketers should take advantage of knowledge databases, enlist research professionals and watch the numbers for a while. There’s a lot to be found within the realm of online retail, and it’s being revealed—one step at a time.
Looking for search-engine optimization tactics? Head over to 3 Quick Tips to Dominate Your Local Search. Or, if you’re looking for interesting advancements and events within social media, check out A Picture is Worth a Thousand Words, but is it Worth a Thousand Likes?