Three Paths To Economic Recovery
According to Google, there are three paths toward economic recovery:
This is how Google outlines those three steps:
Businesses are responding and adapting to fast-changing consumer behavior and fluctuations in demand.
What Can You Do?
Solve what matters today to get your business ready to rebuild.
What Can You Do?
Prepare to capture dynamic demand and position yourself well for the recovery.
The section for consumer insights is about understanding how consumer behavior has changed.
This is super important to everyone, from small businesses transitioning to digital sales to affiliate marketers pivoting out of failed niches toward more viable affiliate programs.
Three Pandemic Related Search Patterns
Google identified three search patterns:
Sudden change in behavior, unlikely to sustain
Example: Searches related to school closings
- Step change
Sudden change in behavior, may sustain …showing signs of stabilization at elevated levels
Example: Home workout related searches
- Speed up
Acceleration of existing behavior, may sustain …showing signs of continued behavior for now
Example: Delivery related searches
Tools for Discovering Consumer Insights
Related to localization
- Constantly reassess
Being flexible and responsive to changing trends
- Creative considerations
Evaluate if artwork, tone, words and other creatives appropriate
- Changing priorities to navigate uncertainty
Being helpful in away that fits the current reality
- Contribution, at every opportunity
Identifying ways the brand can help that are specific to the pandemic
While there are parts that are explicitly focused on pay-per-click advertising, the playbook is useful for helping businesses identify opportunities for helping consumers and keeping a business moving forward.
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