Post by account_disabled on Dec 19, 2023 7:58:18 GMT
SEO strategy: The brand, a useless obsolete asset. While companies spend millions, even billions for the biggest, to make themselves known, to be present in the minds of consumers (Top of Mind to use a marketers' expression), online, at the precise moment of the decision purchasing, the consumer… is not looking for a brand. There is therefore a huge gap between companies' marketing investments, which are still often focused on brand promotion, and the evolution of online consumer behavior, which is becoming more and more “brand-agnostic”. And the phenomenon is accelerating.
It is becoming urgent to reallocate your marketing budget Email Data towards other, more effective levers. Sources: Statista, MomentFeed, Google, Havas, Ipsos. For the illustrative image of the article: Photo of Ron Lach from Pexels. Every year, companies invest billions of dollars to promote their brands. It is an essential element of the marketing/communication budget. Online or offline, a marketing manager who does not invest significantly in the subject would be seen as incompetent. However, a growing trend in Internet user behavior is changing the situation. Rapid growth in “unbranded” queries.
A recent study indicates that the growth of "non-branded" searches, that is to say searches carried out on an engine without a brand name, is increasing by 113% (Source: MomentFeed, the skyrocketing growth of unbranded search). The consumer is not looking for a brand or a brand, he is increasingly looking for a product or a service. Simply, without specifying further. For example, on mobile, this trend has doubled in 5 years. The consumer will tend to favor proximity, speed, availability, comfort, reviews, before becoming attached to a specific brand. Furthermore, this trend is accelerating: +31% in 2017 / +56% in 2018 and +113% in 2019.
It is becoming urgent to reallocate your marketing budget Email Data towards other, more effective levers. Sources: Statista, MomentFeed, Google, Havas, Ipsos. For the illustrative image of the article: Photo of Ron Lach from Pexels. Every year, companies invest billions of dollars to promote their brands. It is an essential element of the marketing/communication budget. Online or offline, a marketing manager who does not invest significantly in the subject would be seen as incompetent. However, a growing trend in Internet user behavior is changing the situation. Rapid growth in “unbranded” queries.
A recent study indicates that the growth of "non-branded" searches, that is to say searches carried out on an engine without a brand name, is increasing by 113% (Source: MomentFeed, the skyrocketing growth of unbranded search). The consumer is not looking for a brand or a brand, he is increasingly looking for a product or a service. Simply, without specifying further. For example, on mobile, this trend has doubled in 5 years. The consumer will tend to favor proximity, speed, availability, comfort, reviews, before becoming attached to a specific brand. Furthermore, this trend is accelerating: +31% in 2017 / +56% in 2018 and +113% in 2019.