No one is surprised by the fact that customers are looking for information on the internet. However, an interesting fact is that this period of searching for information prior to the purchase is becoming longer. This is confirmed by the last work of Google Shopping, who has researched about the behavior of users on the occasion of the next return to school.
Their figures show that this year students began to search the internet for information and related content 2 weeks before last year. For this reason, many companies advance their content marketing strategy towards the end of the summer. Specifically since the second half of July. Only a small group will leave this task to the end (5%), while the group of adepts to last minute purchases is reduced to 2%. In addition, these customers plan to make their purchases mostly before the first 15 days of August (65%); Being this fortnight where the largest number of purchases will be recorded (30%). These purchases not only materialize online, the information found on the internet also influences them when buying in physical stores.
This new reality forces companies to prepare their marketing strategy ahead of time, highlighting their content marketing actions. Most customers search online for information about the products they are interested in buying. We have already seen how 62% plan their purchases in advance, therefore, the companies that offer content and more interesting proposals will be those who make their August, never better said.
Offers will also play an important role
94% of shoppers indicate that the promotions induce them to buy. Especially in the case of electronic products. Customers pay special attention to discounts on this type of products, last minute deals or special days.
Video as a source of inspiration
Audiovisual content is a powerful attraction. Users turn to YouTube for ideas, news and advice from their peers. 73% of the buyers who looked for videos about the return to the film wanted to specifically find videos of people like them, to know the experiences of everyday people. Only in the last week have they uploaded 205,000 videos of people talking about their latest purchases of clothes, accessories or how they have decorated their room. This type of searches has doubled since last year. In addition, their conversion is not only produced online.
Users value this type of content positively. 40% of respondents indicated that they visited a website or approached a physical store following a video found on YouTube.