If you are a retail marketer, you might want to know where to focus your time and money in order to reap the maximum benefits. Do consumers go to Search or do they go to Amazon? Should you invest in both in order to allow both channels to benefit each other? Read on to find out what we think on this subject:
While, as a retailer, you might think that consumers have to take difficult hard and fast decisions in order to reach a site, it is not really the case. For consumers, the process is purely need-driven. Depending on their requirement, consumers will select Search or Amazon.
For instance, if the consumer has questions about what they require, need more information before making an informed decision, they will obviously lean towards Search. However, when they know exactly what they want and are only on the lookout for where to buy it, it is a whole different story.
With Amazon gaining more and more popularity as the number one online retail marketer, most consumers turn to it for all their required products. According to a survey, almost 56 percent of all online shopping begins with a visit to Amazon. True, this number only goes on to support the dependability, variety, and availability of the products sold by Amazon. However, that said, it is not entirely true that this 56 percent denotes the start of the search of products on Amazon.
When it comes to looking for products, weighing the different options available in the market, adding factors such as budget, reliability, and the overall review of the products, the consumer force turns to the tried and true Search.
We think it is safe to say that when consumers have almost zeroed down their search funnel, they turn to Amazon as their starting point of the purchasing adventure. For all broad-funnel question-type queries, the masses want Search.
The result? A recent survey determined that only 1.85 percent of all consumer-related searches happened on Amazon. The combined searches of all search engines added up to 64.02 percent.
As a marketer, you might want to take note of what the upper-funnel queries do to your brand. Via Search, you could reach out to consumers who are showing a strong intent for your product and know that it can help meet their requirements. Because Search is currently the highest trending hotspot for consumers to understand what they truly want, making a paradigm shift from Search to Amazon might not be in your best of interests.
On the other hand, however, if you wish to achieve higher consumer engagement, would it not be a good idea to complement your Amazon strategy with Search? Because Search enables consumers to discover brands that are selling their product, brand awareness results in better conversions on multiple channels.
You must consider spending your time and effort Search as well as Amazon, as both channels, in their own way, are garnering consumers. Do you agree with us?
