At the end of the year, we address one of the most crucial questions for businesses, especially those in the B2C segment: Which channel should we use to bring awareness of our new products and services?
HubSpot provides the answer to this question with current data on which channels have worked best for showcasing and establishing new offerings on the market in 2023. We present summarized data on consumer habits and the impact of various channels on buyers after conducting a study among over 600 users in different categories.
How Consumers Discover New Products Most Often
The diversity of channels through which brands first reach consumers with their new offerings is extensive and includes: search engine research, direct visits to retail locations, social media, television advertising, word of mouth, and more.
As these data depend on various factors, here are more detailed statistics on the most popular channels for positioning products and services based on the demographics of target consumers:
SEO Is Key for Positioning New Offerings
34% of consumers gather information about new offerings primarily through search engines, once again emphasizing the significance of SEO for businesses. While active searching often leads to the discovery of new offerings, this doesn't always happen through traditional search engines like Google or Bing. Increasingly, consumers pose their queries on other channels, and more frequently, towards non-traditional sources of information, such as AI bots.
Smartphones are the Most Popular Devices for Researching by Consumers Online
In order to develop your SEO strategy effectively, it is fundamental to assess the types of devices used by consumers. Optimizing your website for both mobile devices and desktop versions has its specificities, and as an online business, you need to cater to both.
Smartphones Are also Most Popular for Shopping Online
On a global scale, the share of online purchases is continually increasing, spanning an ever-growing array of product and service categories. Once again, the majority of online purchases are made through smartphones, followed by desktop and laptop devices in the B2C category.
To What Extent are Smartphones Adopted for Product Research by Different Age Groups
Of course, the above data is generalized, and online searching and shopping, particularly through mobile devices, are perceived quite differently across consumer generations:
In-store Product Discovery: Still Popular with the Elder Generations
The introduction of new products directly in retail locations continues to be effective, especially among a significant percentage of older consumers. Here is how these individuals, who first learned about new products and services in stores in 2023, are distributed across generations:
Significant Growth in Social Media
The number of users making purchases through social media is continuously increasing, and the landscape varies across different generations:
Over half of these users have made a purchase through Facebook or Instagram apps in the United States, with their growth compared to previous years continuing to rise. Here is how these consumers first discovered new products and offerings across various platforms and formats:
According to statistics, social media users most commonly inform themselves about new offers and products through advertising and sponsored content, short video formats, marketplace platforms where online purchases are made, standard feed posts, as well as on Facebook and Instagram shops that some brands have.
And here's the answer to one of the most frequently asked questions: What is the most memorable content for users posted by brands on social media? In other words, here's how to distinguish your brand online and stay in the minds of your potential customers:
TV Ads Still Most Popular Among the Elderly
Traditional channels have an inversely proportional popularity among consumers compared to online channels across generations. Of course, this is linked to consumer habits, the level of trust in emerging channels, and the extent to which modern technologies and platforms are integrated into the daily lives of different age groups of consumers.
Word-of-mouth recommendations are crucial, with influencers also carrying their own weight
26% of consumers trust word-of-mouth recommendations the most, and it's not necessarily limited to influencers. However, for the Gen Z and Gen X generations, influencers hold more significance in gaining consumer trust for brands.
Conclusion: What is the right marketing strategy for your business?
The above statistics serve as a good guide for businesses in determining the direction in which they should invest their marketing budgets, especially if they operate in the B2C segment with consumer goods and services. Here are some key takeaways:
Emphasize on Consistent, Valuable, and Engaging Content to Improve SEO
In another one of our articles, we discuss what SEO is and how to approach optimizing pages on your website or online store for search engines. Be sure that relying solely on paid advertising for your products and services may prove challenging to achieve satisfactory long-term results.
Expand Your Presence Across Digital Channels
Regardless of whether you exclusively sell through your website, another online channel, or offline, ensure that your brand is present on various networks. Here are a few suggestions for top social media platforms that will help you stand out online.
Adapt Your Website and Online Store for Mobile Devices
The number of users using mobile devices for internet browsing continues to rise. Ensure that all pages and elements of your website function properly and offer responsive design according to the various screens and devices used by visitors. This is also one of the most crucial SEO factors, and its importance will continue to grow.
If you need consultation or assistance in defining and optimizing your digital marketing strategy, as well as enhancing your online presence, reach out to our team right away.
