Competing with a household brand name is a common challenge for smaller companies in a similar product category. In the past, consumers have often opted for brand name’s they’re familiar with despite the availability of better options.  Yet today, we are starting to see a shift in this long-standing trend. Many of today’s consumers have transformed into SuperShoppers, a new breed of savvy mobile users who are open to new brands and products. These shoppers are hungry for information and they’re on the quest for the best, not necessarily the cheapest or most recognizable name. This shift is important when considering your marketing strategy, particularly when planning for the upcoming holidays and your approach for 2017.
Facts

  • 64% of smartphone shoppers turn to mobile search for ideas before going to the stores
  • More than half of smartphone users have discovered a new company or product when conducting a search on their phone
  • After the search, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase from
  • They’re also willing to do the research to make the best decision: On YouTube, mobile watch time for product review videos has grown 60% year over year
  • In the consumer electronics category, 68% of smartphone shoppers turn to YouTube for ideas about what to buy

 

Recommendation

  • Intersect customers searching for competitors online through advertising, SEO-friendly content and media placements in product category round-ups.
  • Produce web content that makes it clear how your product is different and better than the competition
  • Do an audit of your product and brand research materials online from the customer’s point of view. Aim for an abundance of online reviews from both trusted media and consumers.
  • Consider increasing focus on a YouTube product review program. Promote the positive reviews through your social channels, website and blog so that they’re easily accessible

 

 

Sources:

https://www.thinkwithgoogle.com/articles/holiday-shopping-trends.html

https://www.thinkwithgoogle.com/articles/marketing-guide-holiday-shopping-2016.html