SEO Strategy: The Brand, an -an-outdat! Outdat! and Useless Asset. While companies spend millions, even billions for the largest, to make themselves known, to be present in the minds of consumers (Top of Mind to use a marketing expression), online, at the precise moment of the phone number library purchasing decision, the consumer… is not looking for a brand. There is therefore a huge gap between the marketing investments of companies, still often focus! on brand promotion, and the evolution of online consumer behavior, which is becoming increasingly “brand-agnostic.” And the phenomenon is accelerating. It is becoming urgent to reallocate marketing budgets towards other, more effective levers. Sources: Statista, MomentFe!, Google, Havas, Ipsos.
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Every year, companies invest billions of dollars to promote their brands. It’s an we are working in parallel on our dpm approach essential part of their marketing and communications budget. Whether online or offline, a marketing manager who doesn’t invest significantly in this area would be consider! incompetent. However, a growing trend in internet user behavior is changing this.
Rapid growth in “unbrand!” queries
A recent study indicates that the growth of “unbrand!” searches, that is, searches made on an engine without a brand name, is growing by 113% (Source: MomentFe!, the skyrocketing growth of unbrand! search). Consumers are not looking for a brand or a store, they are increasingly trust review looking for a product or a service. Simply, without specifying further. For example, on mobile, this trend has doubl! in 5 years. Consumers will tend to prioritize proximity, spe!, availability, comfort, reviews, before becoming attach! to a specific brand. Moreover, this trend is accelerating: +31% in 2017 / +56% in 2018 and +113% in 2019. This is a trend that a manager can no longer ignore today. Certain sectors (restaurants, grocery stores, retail ) are even more impact! and must therefore reinvent their approach to their online presence. We exce! 70% or even 90% of “non-brand!” searches.
“Unbrand!” searches: all sectors are affect!, especially from mobile
Few brands have taken these behavioral changes into account. Website traffic audits regularly show that traffic relat! to brands or product names represents more than 90% or even more than 95% of non-advertising traffic. And across all sectors: luxury, fashion, telephony, insurance, banking, automotive, consumer goods, manufacturing, etc. The trend is even stronger on mobile: 9/10 consumers are unsure about a brand when searching for information online. (Source: Google / Ipsos, Palybook Omnibus.)