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Hi all!
In this article, I propose to discuss what consumers think today, where and how they look for information before making a decision to purchase or order a service.
The digital market is changing. And this is happening right now and for real. This is probably the first time in the last 10-12 years that we have seen such changes. In the previous article, we examined in detail why SEO and contextual advertising have lost their relevance and effectiveness. Read, comment and share your opinion - I will be happy to answer all questions.
So, the previous article ended with the fact that user trust in organic search results and contextual advertising has dropped sharply. People simply no longer believe that these results provide them with the best choice to solve their questions or problems.
You can appreciate this by your own example. For example, in recent years I almost never look for goods or services through search engines. But 5-7 years ago everything was different. By the way, when was the last time you bought something through a search engine? Maybe not only by search, but also by advertising on websites? Share your experience in the comments!
For entrepreneurs, this means that for most businesses, being in the search results will only make sense for:
1) the name of the site;
2) brand or product name;
3) names of experts or leading specialists of the company.
Accordingly, it will be possible to save on SEO, contextual advertising and other similar services by reallocating budgets.
Continuing to reflect on this shift in consumer preferences, it becomes clear that the market for SEO services will likely end up in a recessionary period. The contextual advertising market, supported by large platforms, will begin to gradually decline, as has already happened with the television market.
Speaking about contextual advertising, we can assume that we have already witnessed its historical peak in monetary terms. It is unlikely that we will see new growth in this market. At the global level, this trend is also noticeable. Although in countries with active digitalization, such as India, Pakistan, Indonesia, as well as some countries in Africa and Latin America, SEO and contextual advertising will take a little longer. But globally, the trend is clear - contextual advertising is losing its effectiveness.
Do the big companies that support search engines understand this? Of course yes. Look at what they're focusing on. For example, several well-known services have switched to creating new services, such as online taxi ordering, food delivery and subscriptions to various services.
It's very simple: we need advice from a friend.
If earlier, perhaps, we would have looked for a complex product or service through a search engine, today we turn to our friends. We all look for people who have been through a similar situation to get experience and recommendations from real people, not companies trying to sell us something.
More recently, the phrase “we all seek the advice of a friend” has taken on a completely different meaning. Today on the Internet we are looking not just for sellers, but for people who can help, give sincere and useful advice, without trying to sell us something.
And here the question arises: how to find reliable experts and real specialists on the Internet? Anything we find in the search results is likely to have a lot of advertising, and the results on sites are often not what we were looking for. For example, if I'm looking for a doctor, how can I determine which one is really good? Even ratings and reviews sometimes don’t give the full picture. This is true.
I personally encountered this when I was looking for medical services. The centers and companies I found did not give me a feeling of confidence. Now I prefer to get to know people in advance, read about them, get opinions from those who have already worked with them. This helps much more than just reading reviews on websites.
Today it is important for me to have the opportunity to communicate with experts in advance, observe their work, and ask questions. It is difficult to get this in search results, and if it is possible, there is too much spam and advertising materials.
Thus, I, like many other consumers, begin to look elsewhere for solutions to problems. For example, if I want a quality chandelier with modern features, I will go to YouTube. I will look for expert opinions, other people's experiences, not just products.
When it comes to more serious purchases, such as cars or real estate, I will definitely trust only trusted specialists whom I can find through their publications or reviews from people I know.
At this point, I have come to trust YouTube significantly more than Facebook or other social networks. I use them to search for experiences and information, not products. How are you looking for information today?
To be continued...
I'm very interested to know your opinion and hear about your experience in digital marketing. Share your thoughts on which tools will be most effective in the next few years. Write your comments, I will be happy to answer. Also subscribe to the channel so as not to miss new articles.
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You can write to the SEO studio "SEO COMPUTER" with any question at email info@seo.computer.
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