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At the beginning of a four-part video series, we take a deep dive into Google’s new “Marketing in the Messy Middle” research and explore how behavioral science principles can be applied to real-world marketing scenarios.
The path to purchase is different than before. It’s messy. So perplexing that Google and The Behavioral Architects have spent years studying the complex web of searches, ads, links, and clicks that exist between a trigger and a purchase. They call this the “messy middle.” It’s a space that shoppers have to navigate when deciding what to buy online, using various mental shortcuts and rules of thumb to make the right decision.
Jonny Protheroe, head of Market Insights EMEA at Google, says behavioral science provides a useful lens for understanding these behaviors and uncovering what’s really going on. He explains: “Given almost infinite information and options, we find ways to navigate through all this complexity by using a variety of mental shortcuts without realizing it. That’s where behavioral science comes in.”
This new study builds on a 2020 original study that aimed to answer a simple but fundamental question for marketers: How do people decide what to buy? It’s something. We then approach that question through a behavioral science lens, using a combination of observations, literature reviews, and experiments.
“In a world of nearly infinite information and abundant product choices, the Internet has gone from being a place people go to compare prices to a place people go to compare everything,” Prothero said. Masu. “We observed that consumer behavior from market entry to final purchase is highly complex and non-linear.
“But when we looked more closely, we realized there were just two different ways of thinking at work: exploration (an expansive way of thinking that adds more information and brands to consider) and evaluation. (a reductive way of thinking that narrows down the available options in advance and makes a decision). I often slip out and buy.”
The latest edition of the study evolved to consider how behavioral science principles can be applied at scale to real-world marketing scenarios. More specifically, she identifies three key areas where and how marketers can experiment and iterate to make an impact in the “messy middle” of the online buying process.
- search: Many people use Google search to make purchases, but competing with big brands with a big budget can be difficult. In our experiments with search ads, we found that by intelligently applying behavioral science, lower-ranked brands can receive a higher percentage of ad clicks.
- content: Brand websites are valuable assets in the consumer decision-making process, and enriching them with behavioral science principles can increase consumer trust and purchase consideration.
- Sales location: Shoppers are willing to switch between their preferred retailer selection and brand selection. A simple application can have as big an impact on a consumer’s decision as offering him a 10% discount.
What else can we learn from observing and codifying behavior in the midst of clutter? And how can marketers leverage these insights to help brands become more successful in the competitive online environment? Can we help you do this?
Watch Episode 1 above for key insights into key information-seeking behaviors and how to apply this framework to your strategy. Stay tuned for future episodes, released weekly. In this episode, experts break down research on search, trust, and shopping with key principles and practical advice.
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