The desire to appear No. 1 in search engine results has pushed business owners to look further than traditional marketing techniques.
I was just talking with one of my clients the other day. They currently spend $40,000 a year on Yellow Pages but are no longer getting the results that they were getting in the past. Now they are looking for other online strategies whereby they can transfer some of that spend over into Search Engine Marketing and Search Engine Optimization.
But in this world, which is still very much like the wild west – where all sorts of promises are being made by all sorts of companies it is comforting that there are some dos and don’ts that we need to consider before we part with our money in the pursuit of the number 1 position.
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At Google, Ross McDonald(RM) – Head of Retail and Consumer Goods – Google Australia / New Zealand has been responsible for commissioning ground breaking studies into Australian consumers and their interactions with retailers. Having worked with organizations such as Goodman Fielder, Nestle and Guinness, Ross’ understanding of shopper behavior is second to none.
TFR – What are some of the key online customer behavior traits that you have noticed – which might not be so apparent to business people in general?
RM – The most important consumer behavior online is research online before purchase. ‘Research’ used to mean walking around three different stores on a Saturday morning, asking questions. Not any more – Australians love to research their gifts and products online before they go to the store. The visit to a store or an outlet is to confirm their information, make final choices, and finalize the deal. Any retailer who is not part of the online research journey for shoppers is lucky to have shoppers come into the store.
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