by Jochen Heck, VP of Sales, Retail, Google
- Omnichannel marketing is crucial to meet the needs of today’s omnibuyers
- Marketers should highlight quality and personalize experiences with compelling formats like video.
- Retailers must be ready to connect with shoppers to close on a purchase at any moment
- Searches containing local terms have grown in the U.S. by more than 90% year over year.
If you want to reach today’s “omnibuyers,” or those who shop when, where, and how they want, you need to rethink your marketing strategy.
A recent Google/Ipsos study found that 54% of the previous years’ holiday shoppers used five or more channels to shop over two days, indicating the importance of omnichannel marketing. In order to meet the needs of these shoppers, marketers should focus on highlighting quality, personalizing experiences with compelling formats like video, making it easy to find fulfillment options, and using machine learning to meet consumer demand.
Omnibuyers are local and always-on
Retailers must be ready to connect with shoppers to close on a purchase at any moment. According to Google data, searches containing “near me in stock” have grown in the U.S. by more than 90% year over year, and searches containing “store open” have grown globally by over 400% year over year.
As Jochen Heck, VP of sales at Google, says, “Shoppers do not want to sacrifice value for cost, and will research brands and products before making a purchase.” Therefore, marketers should focus on highlighting the quality of their products to validate the purchase as shoppers explore gifting options. According to the Google/Ipsos Shopping Tracker, 76% of U.S. shoppers reported wanting to buy higher-quality products that last longer.
In order to deliver relevant, personalized experiences, marketers should consider using video. According to a recent Social Commerce and Video study, shoppers have more confidence in the products they find on YouTube, with respondents ranking YouTube No. 1 against other video services and social media platforms in finding honest and detailed information. Michael Kors collaborated with YouTube BrandConnect to bring its #AccessItAll campaign messaging to the forefront in an authentic way through the lens of relevant creators, resulting in a 63% lift in awareness and 45% lift in purchase intent for the brand’s MKGO smartwatch.
If you want to succeed in reaching omnibuyers, read Jochen Heck’s article Rethink Your Strategy to Reach Today’s Omnibuyers.
Today’s shopper values the ability to shop effortlessly across channels, whenever it’s convenient, whether they’re online or offline, in store or curbside. This is what marketers call a full omnibuyer: someone who shops where they want, when they want, how they want.
Jochen Heck, VP of Sales, Retail, Google
Jochen Heck, V. P. of S. (2022, December 7). Rethink your strategy to reach today’s omnibuyers. Adweek. Retrieved March 30, 2023, from https://www.adweek.com/sponsored/rethink-your-strategy-to-reach-todays-omnibuyers/