Online Shoppers Prefer Amazon Search Over Google

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Recently, there have been some seismic shifts in the natural order when it comes to search. For many years, Google has been the undisputed king.

However, the “front door to the internet” is no longer on top when it comes to product searches.

Retail giant, Amazon, is now leading the way.

When we look at how ecommerce has grown in the past few years, it’s easy to see just why Amazon search is the preferred choice of consumers today.

6 Reasons Why Amazon is Dominating Product Search

While Google Ads continue to drive traffic, Google’s dominance is now under threat. Amazon has enjoyed an astonishing rise in search, especially when it comes to products.

Here are several key reasons why people are opting for Amazon search when it comes to online shopping.

1.    Ready to Buy

55% of online consumers start their search with Amazon. People that go to Google first are in the ‘research’ phase, whereas the people who go to Amazon first are further along the buyer’s journey. People on Amazon have buyer intent.

2.    Amazon Ads Get More Clicks

Data from Merkle indicates that users click on Amazon headline ads 42% more than they do on Google Ads. Furthermore, these ads from Amazon convert at more than three times the rate of Google’s ads.

This is tied to the previous point, where people are visiting Amazon with the intent to make a purchase. Therefore Amazon’s ads are more valuable than Google Ads.

3.    Mobile Commerce

One of the biggest causes of the increase in Amazon search dominance comes down to mobile use. Mobile commerce has grown year-over-year, and it is projected to account for more than 50% of all US ecommerce by the year 2021.

Considering that Amazon’s mobile app is among the most popular apps with millennials, we can expect the gap between Google and Amazon product searching to widen in the next few years.

4.    Ecommerce Personalization

Amazon’s ability to convert visitors is unparalleled. The company has truly mastered online retail, and much of that comes down to their smart strategies for ecommerce personalization.

35% of Amazon’s revenue comes from its advanced personalized recommendation engine.

5.    Social Commerce

The younger demographic is the most likely to buy online. Amazon has already made moves to leverage this by teaming up with Snapchat to offer visual search and social shopping.

6.    Voice Search

Although it hasn’t gone mainstream yet, voice search is definitely growing. Amazon is already established in this space, while Google is lagging behind. Projections from BI Intelligence estimate that more than 30% of adults will be using voice to make online payments by the year 2022. And remember your friend Alexa (aka Amazon Echo), she is already ready to take your order via voice command.

The Sky’s the Limit for Amazon Search Marketing

Amazon has come a long way from its humble beginnings. It has recently become only the second $1 trillion company and shows little signs of slowing down. With well-established services in publishing, content streaming, and marketing, their advertising clout is virtually unrivaled. By backing Snapchat ahead of Instagram Stories, Amazon is causing more disruption for the latter’s parent company, Facebook.

Now, it is muscling in on Google’s search territory, effectively causing a storm among the digital giants. But here’s the thing: Amazon is fantastic at serving the consumer. The customer-centric approach runs deep with Amazon, and it’s through the ability to offer great value on a personal level that it has been able to be so successful. That alone makes Amazon tough opposition for any company, even one as big as Google. There’s a new king in town, and when it comes to online shopping, Amazon may well rule for quite some time.

Yes, Gen-Z Kids Are Spending Their Time on YouTube

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It’s astonishing how YouTube transformed into a social media giant so quickly! YouTube was founded in 2005 and ten years later was purchased by Google for $1.65 billion. It has become a social platform leading the charge on original content with many many people watching over 1 billion hours of YouTube videos every day.

The fact that YouTube reaches more 18-49 year-olds than any broadcast or Cable TV network, makes it crystal clear that advertisers wanting to reach a younger audience need to consider spending money on YouTube ASAP (if you want to reach younger viewers, which 99% of us do). I have a few unbelievable statistics on YouTube (with receipts): YouTube is the second largest search engine and third most visited site (behind Google and Facebook), 300 hours of video are uploaded to YouTube every single minute and the number of YouTube channels earning six figures has increased by 50% year over year. And those are just a few of my favorite stats.

What YouTube gets right about being a social platform is its easy to use platform, video recommendations and advertising placements. I’ve personally gone on YouTube for the sole purpose of finding a new trailer for a movie I want to see or wanting to watch that new Halsey video and just getting lost watching recommended videos, one after another, and temporarily forgetting why I came to YouTube in the first place. Their advertising placements work better for the consumer versus Facebook and Instagram where it can feel like you are being overwhelmingly advertised too (after every few posts in my feed sometimes!). YouTube always has an ad at the top of the page and at the beginning of most videos, which is what the consumer has come to expect and generally agrees to watch.

Video is such a powerful way to connect (and advertise) to consumers. But direct advertising on YouTube isn’t the only way to reach that younger audience, influencer marketing on YouTube is a very popular way to reach those Gen-Z kids. They trust influencers opinions and have learned to tune out advertisers. They want to be like these influencers and will buy what they are selling. But the influencer has to be authentic. For example, Summer McKeen in one of her videos says “As you guys know I don’t work with any brands that I don’t truly believe in and truly love” and I believe her. Her love of MVMT sunglasses really shows and is authentic. She also didn’t spend the entire video talking about the glasses, just the beginning, and showed 10+ photos of her wearing them IRL. It wasn’t pushy, forced or fake. She did a better job promoting the brand than most of the influencers I’ve worked with. It reminds me of how the movie “Love Simon” was promoted in an episode of Riverdale and it was cringe-worthy how obvious and unauthentic the placement was. The idea was a good one, but the execution was not successful.

According to AdWeek, influencers hold more sway than celebrities when it comes to branded content. There are high impact influencers and “micro” influencers. The “micro” influencers can easily slip out of popularity if they don’t keep up with their YouTube page. If they stop posting or don’t keep up with the trends they will lose their cult following. There are trends in the YouTube sphere that are popular amongst teen “lifestyle” influencers: A Week in My Life, Shopping at Thrift Stores and more. These lifestyle influencers show their followers their “perfect” life. Influencers on YouTube are the new reality television and radio personalities for today’s teenagers. They tell their viewers how to live their best life: “drink more water,” “make your own green smoothie” and “try this face cream.” Here are some popular teen lifestyle vloggers: Hailey Sani & Nil Sani, Tatiana Ringsby and “Queen” James Charles. What makes them successful? Engaging with fans, posting at least once a week, a lively personality, and being “somewhat” relatable. They shop at Brandy Melville and brought the Pop Socket into popularity.

Don’t underestimate the power of influencers! Use their popularity, influence and content to transform your brand. You can thank me later.

Megan