We do it when we’re in a hurry. We do it when we’re bored or curious. We do it all the time, and probably a lot more than we realize it. We all search. Google search, that is. In the midst of any situation or any mood, we all turn to our trusty friend Google to find out about practically anything and everything.
This year, Google rolled out it’s “Year in Search” report, which emphasizes the iconic and widespread searches of 2016. For marketers, this means crucial information about the hows, the whats, and the whys about consumers and their relationship with Google.
According to Google, Year in Search exemplifies how people’s lives are dominated by “micro-moments,” moments when, as consumers, we instinctively turn to some type of digital device with the intent of finding, watching, doing, or buying something. Some of the top micro-moments searches included “How to play Pokémon Go,” “Where do I vote,” and “Coffee nearby.” This demonstrates the influence of pop culture and current events across all avenues of people’s lives – including search queries.
We live in a world that is incredibly heterogeneous. And that’s no surprise at all, considering it is all the nuances in everybody that weave the fabric of humanity. Through this difference may come divergence, but as marketers we must stay in tune with current events, consumer attitudes and culture shifts. A relevant example occured in 2009 during the last major recession. Companies like Coca-Cola, Pepsi, and Anheuser-Busch InBev launched “feel-good” campaigns that were more cheerful and optimistic, rather than comedic, so as to stand in harmony with everybody in such rough times.
As 2016 winds down, we can’t help but reflect on the rollercoaster of year it has been – a year that perhaps calls for some more of those heartfelt messages from back in ‘09. Through thick and thin, in 2016 consumers recorded their life’s micro-moments through their searches. Check out some interesting popular searches below.