Google’s Year in Search 2022 report has revealed three main consumer trends that will impact marketing and shape the year ahead. With trillions of searches globally over the past year, the report highlights the topics that matter most to us and how these insights can help marketers move their campaigns forward in 2023.
The first trend is soul searching, which has emerged after three years of uncertainty. We are now searching for who we are and who we can be on our own terms, without being limited by societal factors and workplace expectations. This includes exploring our cultural, personal, and professional identities. It is important to adopt inclusive strategies as a mindset, not just a checkbox. Committing to diversity, equity, and inclusion should be embedded into every aspect of your brand's campaigns.
The second trend is value hunting, as consumers become more conscious of their spending due to macroeconomic factors. They are evaluating their expenses, and there is a renewed emphasis on what they perceive as most valuable: trust. Customers are looking for brands that provide them with quality service and reliable products when making purchasing decisions. As a marketer, it is crucial to pivot your Google Ads or Facebook Ads strategy to deliver targeted ads that communicate trustworthiness and value. You can also review your customer experience and journey to ensure that your brand delivers a seamless and positive experience, building trust with your customers, and encouraging them to make repeat purchases.
As uncertainty becomes the norm, people are increasingly seeking ways to enjoy life to the fullest, by adding touches of luxury and fulfilling their bucket lists, even if it means hunting for deals or making concessions. Digital marketing can capitalise on this trend by identifying consumer needs and desires. For instance, companies can offer personalised deals for bucket list experiences like travel, concerts, and dining. By using data-driven insights, digital marketers can create targeted campaigns that resonate with their audience, leveraging social media platforms and search engine advertising to reach potential customers. Additionally, offering online booking options and same-day delivery services can help companies tap into the desire for convenience and maximise their reach. By adapting their digital marketing strategies to meet these evolving consumer needs, companies can create a competitive edge and stand out in a crowded market.
As we move forward into 2023, the Year in Search 2022 report offers valuable insights for businesses looking to stay ahead of the competition. By partnering with a trusted digital marketing agency, you can take advantage of these insights to create inclusive strategies that resonate with your target audience. Contact us today to learn how we can help you navigate the ever-changing digital landscape and drive growth for your business.