Before the dizzying massification of internet access, there was much talk of branding as the last frontier of marketing. However, the emergence of this digital consumer, with new purchasing and consumption habits, brought to light the science of digital marketing , which emerged to understand and properly use the internet as an inseparable part of people’s daily lives and consumption. Here are some principles that have changed in the approach to branding and digital marketing.
When we heard about branding, the need to build a well-known brand always came to mind, and concepts such as brand awareness emerged, in which achieving high brand awareness among consumers was the main goal of marketing professionals. Other concepts related to branding were values, benefits, personality and attributes, all related to the functional or emotional associations attributed to a brand by consumers.
What remains true is that consumers
Whether coinbase database or companies, seek to satisfy their needs and desires. However, with the emergence of internet search engines (Google, Bing, etc.), consumers began to look for solutions to their problems in these engines, changing the stages of their purchasing process.
The vast majority of queries are made using terms that refer to the problem experienced by the consumer, searching for characteristics, values, benefits or attributes, but not for the brand name itself.
The name of a brand, product, service or idea is usually the solution to a question that a consumer has, but it is not the main way in which people consult search engines, in the vast majority of cases.
Some examples to illustrate this situation:
- Terms related to “razors” have 7.2 times good way to show searches than the Gillette brand, top of mind in the category.
- Generic terms related to toothpaste, sensitivity, etc. have 11.8 times more searches on Google than the leading toothpaste brand.
- Terms like “how to do” and “how to buy” have a very high search volume and do not mention leading brands.
- The numbers show that people don’t turkey numbers database on Google for toothpaste brand “x” or “y”, but for “toothpaste for sensitive teeth”.
In the offline world, it would be like asking
Your dentist what he recommends for sensitive teeth, a very common situation. In the online world, it is similar, the difference being that search engines compile information from thousands of dentists, presenting the answers that were most accepted by millions of consumers.
In a very simplified way, this is the function of Google’s famous algorithm: to provide the best answer to whoever is asking. We won’t go into the details of how this algorithm is developed here (that’s a topic for another post), but the important thing is to understand that the doubts and questions of Internet users are capable of bringing millions of new consumers to your business, if you have relevant content and publications that associate your product (or service or idea) with the brand’s attributes. This is largely the work of SEO , another term that is quite fashionable these days.