Just like we’ve talked about before, the year of 2020 will continue to be characterized by the trend that tell us users feel more attracted to brands that place their bets on visual experiences. This week, we’re going to talk about this type of experiences and how brands can place themselves ahead of their competitors.
The rule is: let them see you so they can remember you. We know that, during last year, image searches have grown, just like video has become the type of content that produces more interaction with consumers. Most users find out about a new product or a new brand through videos, which turns them into the new gold opportunity for marketing professionals. Criteo predicts that, during this year, the investment on video advertising will grow – specially on apps -, propelling private marketplaces.
Therefore, the purchasing behaviour of those same users has become more unpredictable. No matter how many trends we can draw, this process is no longer a straightforward process – find out, consider and purchase -, which demands that brands are present everywhere, everytime and in every format. By doing this, they can anticipate those behaviours and answer consumer’s needs.
To do so, Google has developed new ad formats on search engines, and each of them plays a specific role on this current messy task that is to decode the human brain.
You’ve probably searched for something on Google and came across, right on the first results, a gallery of images promoting a certain product or service. This gallery is one of the possibilities Google offers so brands can explore their interaction with their audience. It’s an almost 100% visual format, that allows brands to create a conversation with people, while trying to affect their decision process.
Again, while searching for something on search engines, brands also have the opportunity to create an online and simplified catalogue with their products. For exemple, if you search for “bunk bed”, it is likely that you’ll come across a group of images from the same brand, promoting their bunk beds.
Discover campaigns go even further: besides showing up on the search panel, you can also see them on your Youtube feed and on Google’s promotion tab. This format offers brands more possibilities to reach more people, as well as to interact with consumers outside search engines.
If you feel like your brand is losing ground to your competitors, remember that one of the most important lessons in marketing – digital or not – is to always keep track of the trends. Build relevant and atractive visual experiences for your audience and don’t forget to be present in every stage of your buyer persona’s purchasing process. To finish, make the most out of seasonal opportunities, like the sales season that’s happening right now, so you can test new formats and connect with your consumers.