Google Year in Search 2021: marketing implications businesses should keep in mind in creating their further strategies

“Look back to move your marketing forward” is the catchphrase used by Google to convey the key message of its Year in Search 2021 report Indonesia edition. In this report, Google identifies top five consumer trends that will be useful for marketers in creating their marketing strategies this year.

The first trend is related to the power of digital lifestyles and formats. People are now relying on the Internet to shop and enjoy entertainment. With that being said, brands need to set themselves up to not only be COVID-proof, but future-proof as well. The first way to do so is to make digital the core of any marketing strategy. 

Second, is to bring the storefront to wherever the shoppers are. This can be done by incorporating innovations such as Google Lens that helps people instantly search and shop online for products they come across anywhere as well as by featuring products on free listings. Third, is to integrate and innovate across functions, channels and formats by building an agile omnichannel strategy. 

The second trend is related to how people re-evaluate their lifestyle values and choices due to the sudden disruptions of the pandemic, hence they are looking for more comfort and ease. Businesses have to ensure their brands will be on the consumers’ top of mind when they re-evaluate their options. 

To do so, businesses could start to tap into the power of search and automation to grow their brand’s discoverability as well as to create data-driven marketing cycles. Using direct-to-consumer strategies is also important in building brand presence and experience. 

Lastly, Google reminds businesses to stop overlooking their internal stakeholders. Businesses need to build a diverse and inclusive workforce as it will not only help attract and retain top talent, but also increase innovation and profitability. They also have to start recognising their employees as internal stakeholders and representatives of their brand, establishing the importance of purpose beyond pay.

For the third trend, Google focuses on how the pandemic has created physical barriers. However, people have managed to adapt and found ways to bridge distances. With that being said, brands need to build customer love and loyalty by consistently delivering at each touchpoint. According to research, consumers’ path to purchase is driven by emotions.

Brands also need to start exploring the value of virtual to augmented real world experience. For instance, L'Oreal launched the Virtual Try On feature that lets customers virtually test out the brand's makeup and hair products. 

Brands could also try to invest in ad creatives that can connect and inspire to build emotional connection and simultaneously drive campaign performance. This is due to the fact that creativity is considered as the return-of-investment (ROI) driver in all media, especially in the digital ecosystem. Bring brand and products to life while ensuring that the ads showcase the brand while still being relevant to people’s everyday life in an authentic way.

The next trend focuses on the tendency of consumers these days to be savvier and more proactive. They are wary of being misled about their choices, hence they will find trustworthy sources, using and conduct fact-checking. As a result, trust is now a brand’s most important asset. Customers expect proactive transparency and authenticity at a minimum.

Businesses need to act intentionally and respectfully to protect people’s privacy and earn trust. This can be achieved via three ways. First, using first-party data to find the right balance between privacy and the personalised interactions that consumers prefer.

Second, preparing a digital ads ecosystem for a future without third-party cookies and, lastly, educating and empowering customers to protect themselves against misinformation, scams and fakes. 

Consumers have also grown more entrenched in their belief systems, so they will ensure that the brands they choose also share their higher purpose. For some context, Google recorded a significant growth in searches related to carbon footprint, cruelty-free and sustainability.

Hence, businesses need to consider the full implications of their company values on every part of their value chain. Gojek’s GoGreener Carbon Offset in-app feature that was launched in April 2021 could be used as an example. 

The fifth trend is related to the growing inequalities due to the pandemic. Brands need to start creating real change that not only ensures diversity and inclusion, but also equity. 

Brands also need to take actions by, for instance, catering to consumers’ basic needs to enable them to participate and engage - do not let language be a barrier and try to help close technical, financial and accessibility gaps. 

To add, 63% of consumers are more attracted to “brands that focus on making the world a better place”. This suggests that people are increasingly looking for brands that focus on contributing to society. Hence, businesses need to stand for something bigger than profits and build inclusive marketing strategies that also bring benefits to society.