Wondering what events topped the hottest topics of 2017? Look no further. According to Google Trends, some of the top searches of 2017 were Hurricane Irma, the Las Vegas Shooting, the Solar Eclipse, Matt Lauer, Meghan Markle, Mayweather vs McGregor, Tom Petty, Beauty and the Beast, Wonder Woman, Stranger Things, and How to Make Slime. Most of these search terms are probably pretty familiar, however these aren’t just fun, entertaining facts.
Search trends provide a look into consumers’ interests, wants, and needs. In 2017, the exact search phrases people were typing into Google showed new super-empowered consumer behaviors emerging. Amid all of these searches, Google found that people are more curious, more demanding, and more impatient than ever before. As we move into 2018, it’s important for marketers to understand these new behaviors to best appeal to their targeted audience and market.
By consumers creating more detailed searches, Google found that people are more curious than ever before. For example, instead of simply searching “how to make slime,” people are now searching with phrases like “how to make fluffy slime” or “how to make slime from a facemask.” Google has also noticed a surge in location and “near me” searches. When searching for restaurants and entertainment, people want to know specifically what is in the area around them instead of seeing nationwide results.
Although people have become somewhat impatient for results and more specific in their searches, they have also become more ready and willing to help. 2017 had its fair share of disasters, and people were not just interested in following the news coverage. Rather, people were searching ways that they could immediately take action and help. Individuals around the country were eagerly looking for information about how they could help the victims of Hurricane Irma and Hurricane Harvey, the victims of the wildfires in California, and the Las Vegas Shooting victims.
Heading into 2018, Google expects these trends to only continue to rise. People will continue to want more specific information faster than ever before. This will be a nonstop challenge. However, marketers have the power and knowledge to continue to reshape the way they present information to consumers, conquering these challenges that come with ever-changing social media networks and digital media.