Marketing

Google Creates New Resource Listing to Help Brands Manage Campaigns During COVID-19

COVID-19 has fundamentally changed how we live and connect with the world.

The pandemic mitigation measures not only disrupted the global economy but also changed the interests, expectations and buying behaviour of consumers.

These shifts are constant and fast-paced, and Google wants to help the brands to navigate them. 

Google has introduced a special centralized hub of its diverse business resources and guides to help brands maximize their use of Google's marketing and outreach tools amid the COVID-19 pandemic.

It is imperative to understand the potential impact of consumer behaviour on businesses. That is why, during COVID-19, Google has created a single destination for product feedback and business considerations to manage marketing campaigns.

As a result of the COVID-19 lockdowns, Google has already created a new Retail Trends tool to uncover emerging products of interest. Businesses should also consider using Google Trends to check how user behaviour changes could impact their target segments.

While Google Keyword Planner displays absolute data on the search volume, the relative popularity of a search query is shown by Google Trends.

google-trends-google-keyword-planner-comparison

Image Source - https://ahrefs.com/

In addition, Google also outlined certain data trends for the COVID-19 search, such as:

  • Americans watch recipes and cooking videos at a pace 31 per cent higher than they did last year at the same time.
  • People turn to online video for help in overcoming anxiety and stress. Views of meditation-related videos are 51 per cent higher in the U.S. this year than the same period in 2019.

Google also states that Google Meet, which has recently been made available to all Gmail users free of cost, now hosts "3 billion minutes of video meetings and attracts nearly 3 million new users daily." Google made Meet available to overcome growing competition from the Zoom video conferencing app.

With consumer behavior, market demand tends to rise and fall.

Google launched the retail categories tool on Think with Google earlier this month to help you gain insight into what customers are shopping for right now. The tool surfaces the fastest-growing retail categories on Google Search, the geographies where they grow, and the related queries.

Retail_Category_Mobile_View_Option_3_V4.max-1000x1000Image Source: https://blog.google/

Connecting with the online world is more important than ever right now, with at-home media consumption dramatically increasing and influencing all aspects of life.

With businesses adapting to online models, people are searching for clear and specific information about where, how, and when to get what they require.

Though we can't tell how or when the crisis will resolve, we do know that it is important to stay agile and respond to the customers' needs. So as we manoeuvre this crisis together, take the time to reassess your business priorities, explore new approaches and continue to connect adequately with your customers using such resources.

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