Search Ads Slide As A Way To Reach Consumers
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Search is no longer the leading way that consumers find specials online and in stores, and this shift in discovery could influence where advertisers make media buys this holiday season.
Some 44% of U.S. consumers say they find special offers through online advertising and in-store signs. That number rises to 51% of consumers in the U.K.
Email is still popular, with 36% turning to online inboxes. It ranked second in terms of the most popular way consumers discover offers and specials, according to a Coveo study, conducted in partnership with Arlington Research in July.
Despite tight discretionary budgets, 59% of shoppers saying they plan to cut everyday purchases to prioritize gifting budgets, and 76% plan to maintain or increase gift purchases this holiday season.
Emarketer notes 36% of consumers expect to spend more this year, with inflation cited as the top reason. The data also notes that food & beverage, health & personal care, apparel, and footwear & accessories will become the fastest-growing categories for holiday retail and ecommerce.
From a conservative standpoint, the shift away from traditional search engines and toward social media and online advertising for consumer discovery highlights the growing power of big tech in shaping shopping behaviors. While this creates opportunities for targeted advertising, it also raises concerns about how much influence these platforms wield over consumers and markets. Conservatives have long championed the free market, but this consolidation of control in the hands of tech giants could stifle competition and limit consumer choice. As we enter the holiday season, it's crucial that advertisers recognize the potential pitfalls of becoming overly reliant on platforms that increasingly dictate the terms of engagement. We should be advocating for a more diverse and competitive marketplace where smaller businesses can thrive without being at the mercy of Silicon Valley's algorithms. ~Political Media
Read more at Media Post