The Mindsets of Search - Answer, Educate, Inspire
An interesting research study was released today by About.com which revealed that users searching on the Internet exhibit three distinct human behavior search patterns.
The behaviors identified by the "Three Mindsets of Search" study include “Answer Me”, “Educate Me” and “Inspire Me.” The data is very interesting and can be used by marketers struggling to make deeper connections with their consumer prospects.
“People’s behaviors, needs and preferences in the offline world drive their behaviors and preferences online,” said Laura Salant, director, research, About.com. “Understanding how human behavior affects patterns in search behaviors can help marketers know and connect with the people who use their products. The right formula for your brand is critical to reaching your consumer in a relevant way.”
People in an “Answer Me” moment (46% of all searches) want exactly what they ask for, delivered in a way that allows them to get to it as directly as possible. Marketers should feature product benefits front and center and align content in a way that presents quick, easy-to-find answers.
For the “Educate Me” search mindset (26% of all searches), marketers should aim to create messaging that is informative and provde ways for users to learn more about topics from multiple angles, aligning content that presents in-depth information and resources.
Finally, for the “Inspire Me” search mindset (28% of all searches), marketers should develop content that inpsures creativity and offers endless choices. These users have open mind and want to be led so expect searchers to consume content in multiple formats.
“These findings offer advertisers and marketers a better understanding and valuable insight into the way consumers search online,” said Tracy Raiser, senior vice president, sales, About.com. “The Three Mindsets of Search study aims to improve the understanding of how consumers search. It’s a real opportunity for marketers to think about campaigns in a whole new light.”