No one was ready when the pandemic hit globally, and lockdowns were suddenly implemented. This changed our world overnight. People were forced to stay at home, and company operations were either limited or halted. With all these changes, Google has listed down all the changes in online shopping behaviors. And this is what we will cover in today’s article to better understand how to market to your target audience.
Here are four ways the pandemic changed the online shopping behaviors of consumers:
1 – Digital inspiration starts the purchasing journey.
A Google study made last year found that consumers discovered new brands during the lockdown. And that 70% of these consumers purchased from a brand after seeing a video about it on YouTube. This just shows that digital marketing has now become the best channel for shoppers to discover new products.
When consumers are shopping online, they are not just trying to find the product they want to buy. They are also looking at how a brand presents its digital content. It should be engaging enough to make shoppers interested in a particular brand or service.
2 – People are looking for brands with value.
Google Trends published a Global Data from 2020 vs. 2019, which shows the search interest for “ethical brands” and “ethical online shopping” in 2020 grew to 300% and 600%. With consumers having more time to spend at home and in their local communities, brands are being reevaluated more than ever. Increased search terms such as “support local businesses” and “black-owned shops” show how consumers align their purchase decision with brand values.
3 – Convenience is more important than ever.
With more retail companies operating under limited conditions, same-day delivery and curbside pickup have become a staple for most online consumers. In fact, global searches for “along my route” increased by 1,000%, while the search term “curbside pickup” increased by 3,000% over the year.
Consumers have grown accustomed to these shipping options and are more likely to continue using these options even after the pandemic, creating a permanent change in shopping behavior.
4 – Dynamic demand is trending.
The pandemic has changed the way we live, which also brought a dynamic change to what consumers demand. Google has seen a demand for search terms associated with items such as “breadmaker,” “mesh wifi,” and “hammock with stand” to find entertainment while stuck at their home.
The search interest has become so dynamic that 15% of search queries are brand new, according to Google. With this in mind, companies and brands should be able to start planning long-term digital marketing strategies.
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