Search Intelligence Uncovers Actionable Insights for FMCG Marketers to Better Understand the Intent Behind Consumer Behaviour and the Path to Purchase in Order to Drive Meaningful and Effective Marketing Strategies
Captify, the global leader in Search Intelligence, and Publicis Media, have partnered in a 12-month analysis of Captify’s billions of monthly on-site searches to uncover the key trends that are reshaping the global beauty industry in 2019 and beyond. Their report, entitled, ‘Coming Clean’, reveals the top beauty trends, disruptor brands and consumer preferences in the larger FMCG ecosystem by leveraging Search Intelligence to uncover the true intent behind consumer behaviour, enabling marketers to identify, target and reach their true audiences.
FMCG brands are confronted with unique challenges as we enter an age of decreasing brand loyalty, growth in the direct-to-consumer market and consumer demand for personalisation. To navigate these complexities and power effective brand and performance marketing strategies, brands need dynamic data that can provide a multi-dimensional view of the consumer journey with a lens into consumer behaviour across the internet. On-site search data provides this view, enabling brands to not only know who their target consumers are but to establish meaningful connections.
“The release of our report comes at a time when it has never been more important for brands to listen to consumers’ signals of intent in order to stay ahead of competitors, align with their audiences’ wants and needs and inform future product development,” said Dominic Joseph, Co-founder and CEO of Captify. “Publicis Media was an ideal research partner as they share our commitment to providing transformational insights that help brands overcome challenges and drive their businesses forward, which is especially critical for FMCG brands in the face of non-committal consumers and pressures from new competitive sets.”
Key trends and findings from the report include the following:
● Disruptor brand, Watermans, had the highest volume of searches across 100 global haircare brands with 8.6% share of search, beating legacy brands and household names, including Pantene and Garnier.
● Film/music events and seasonal changes are the driving force for consumer interest around haircare, with the Oscars 2018 sparking a dramatic 214.3% increase in searches.
● Despite haircare brands investing in sponsorship of popular calendar events, big moments such as London Fashion Week and festivals actually resulted in a decrease in haircare searches.
● Amongst the leading platforms that consumers are using to search for beauty products, desktop was the highest with 54.9% of haircare searches. Brands must adapt a truly always-on strategy to be able to leverage each platform on the most effective days for engagement.
In addition to disruptor brands, the ‘Coming Clean’ report uncovered that influencers are one of the biggest trends shaking up the beauty industry, with searches increasing 55.3% year-on-year. Given the need for better transparency around influencer marketing, Search Intelligence can dig deeper into the true authenticity of influencers for brands. For example, 54% of haircare searches around influencers in 2018 were associated with Jen Atkin, celebrity hairstylist and owner of cult haircare brand, Ouai.
“The traditional FMCG model has changed dramatically, brands are now faced with increasing pressure as media channels evolve and consumer behaviour changes”, said Heather Dansie, Insights Director, Publicis Media UK. “We’re in an era where power has shifted, brands must stay relevant and fully connect with consumers through all parts of the consumer journey. The real-time insights presented by Captify allow us to continue to use data in new and innovative ways, powering the future marketing and communications strategy of our global clients.”