Life is all about making decisions – some bigger, some smaller. Every decision we have to make somehow plays its part in shaping our destiny. It is human nature to want to take the best possible decisions. So we inform ourselves beforehand by looking for all available information that could make our decisions easier.
Actively searching the internet for product information and evaluations – as well as opinions from people who are confronted by similar decision-making situations – has become the most important phase in the consumer-purchase decision-making process. Today, 56% of all purchasing decisions are preceded by an internet search. The search results we obtain within an active evaluation considerably influence our selection of brand and product. With the ever-increasing availability of mobile data connections, consumer decision-making behaviour will become more and more influenced by web activity in the future.
In this respect, the notion of “search”, has now assumed a completely new meaning for communication strategies and campaigns. Even at this early phase, findings from the analysis of search behaviour have to be more strongly integrated – a simple, isolated follow-up search optimisation is now no longer sufficient.
We have to consider the following problem: how can we successfully influence the active evaluation phase? How can we be visible when our customers are searching for our brands and products? And above all: how can we maintain a presence while customers are still busy obtaining generic information about the product category?