Is It Me You're Looking For? Inside the Mindset of Search

Is it me you're LOOKING FOR? INSIDE THE MINDSET OF SEARCH STUDIES REVEALED 3 DISTINCT TYPES OF SEARCHERS: ANSWER ME 46% INSPIRE ME 28% EDUCATE ME 26% SEARCH TYPES: I want exactly what I ask for, and no more, delivered in a way that allows me to get to it as directly as possible. I want to have fun browsing the web. I'm looking for surprises, because I have an open mind and want to be led. I want 360 degrees of understanding, and multiple perspectives on critical topics. I'll search until their my goal is achieved- this might take time and go through many topics. TOP CATEGORIES: entertainment travel Finance fashion & style Home Garden health • Align the content that presents in-depth information and resources. • Too many ideas are never enough: People will consume inspiration content in multiple formats on the same topic as long as it excites their imagination. HOW MARKETERS Align with content that presents quick, easy-to find answers. CAN CONNECT: Keep product benefits front and center in messaging. • Use messaging that's informative and provides opportunity to learn more about the topic from multiple angles. • Align with content that inspires creativity and offers endless choices. SEARCHER DEMOGRAPHICS: What kinds of people are looking for information... men, women, young and old, rich and poor? ANSWER ME INSPIRE ME EDUCATE ME BY GENDER: 105 95 96 100 94 103 MEN WOMEN BY AGE: 106 94 110 90 102 98 21-34 35-54 BY INCOME: 174 54K-99K 102 97 97 105 100K+ (Household İncome) THE VALUE OF EXPERTS THE EVOLVING DEFINITION ON SEARCH TYPES: OF EXPERTISE: EXPERTS ALLIES AND self-taught "allies" with deep experience and motivation. LESS SOCIAL IMPORTANT. RESOURCES. the wisdom of crowds and other experienced users in social or outside networks. celebrity traditional credentialed experts who are formally educated. ANSWER ME: INSPIRE ME: CREDENTIALED EXPERTS, 96 SOME ALLIES. 87 89 PhD Pro MBA MEANINGS DEPEND ON: SEARCH TYPE SEARCH CATEGORY EDUCATE ME: SEARCH INTENSITY ADS AND EXPERTISE: Ads have helped me find great options, deals or discounts. The ones that work with the information source to help you get what you need. ads are Ads can be useful when they're very relevant to my search. I notice and enjoy when brands stop trying to sell me something and teach something instead. 64% 7% 86% 88% % of respondents agreeing with statement Sources: http://www.advertiseonabout.com/wp-content/uploads/2011/09/3-Mindsets-of-Search-PR.pdf 52