Google Year in Search 2020 Gives 5 Recommendations for Businesses in Understanding Customers

The Google Year in Search 2020 report has been released, a number of data and facts have been revealed. One of the data that is quite interesting is the pattern of consumer behavior in Indonesia during the pandemic.

“2020 is full of challenges and uncertainties for all of us. This report provides insight into trends we didn't see two years ago when we started publishing the Year in Search for Brands report," said Muriel Makarim, Head of Large Customer Marketing at Google Indonesia.

Summarized from data Google Trends, eConomy 2020and ThinkWith Google from November 2019 - October 2020 showed a number of interesting trends, including:

• Indonesians want to improve their quality of life, prioritize mental health, and are starting to use the internet to educate themselves on a number of issues. Searches for “mental health” were up 70% and “self-care” were up 45%.

• Indonesians are also looking for various ways to better help the surrounding community and the environment. This was followed by an increase in the number of searches for the word “donate” by 150%.

• The pandemic has blurred the boundaries of life in the office and at home and made Indonesians have to work and act as parents at home, searches related to "children's activities at home" rose 330% and "e-learning" rose 180%.

• With limited entertainment and recreation options, Indonesians are looking for other ways to relax, as seen from the 120% increase in searches for “house plants” and “pets” also up 95%.

• The pandemic also reminds Indonesians to prepare for the future, which can be seen from the increase in searches for "business listings" by 200% and "digital marketing" which also increases by 35%.

“All of these changes are making consumers turn to digital platforms to find answers and information, to help them get through this first-of-its-kind situation. Brands and marketers need to study and understand consumer behavior-related insights as they plan corporate strategies and campaigns. We hope that this latest report can provide the information many brands in Indonesia need to rebuild their business in 2021.” Muriel added in a press release received by Trikinet.

From the same data report, there are changes in business sectors, including:

• Beauty and Body Care: Along with the adaptation of beauty routines in the new normal, the things that users are looking for on the internet are also growing. Searches for “how to dye your hair yourself” are up 95% and “how to get rid of black teeth” are up 30%.

• Finance: More and more Indonesians are increasing their knowledge of finance to prepare for the future. Searches for “mutual funds” are up 210%, “saving tips” are up 140%, “emergency funds” are up 140% and “buy gold online” are up 85%.

• Food and Drink: The pandemic has forced consumers to stay at home and order food or drink from home. Searches for “delivery” rose 35%.

• Media and Entertainment: More and more consumers are turning to the internet for information and entertainment. Searches for “gaming” were up 210%, “sports” were up 200%, and “music” were up 240%.

• Shopping: Indonesians avoid going to supermarkets and prefer online shopping. Searches for “fresh produce” were up 90%, “detergent” were up 26%, and “ergonomic” were up 155%.

• Technology: People are increasingly relying on technology to handle various aspects of daily life. Searches for “robotic vacuum” were up 80%, “webcams” ​​were up 40%, and “air purifier” were up 45%.

• Transport and Tourism: Tourists only travel to attractions close to home, but also want new experiences (search for “closest ride tickets” are up 90%). On the other hand, the process of buying and maintaining a motor vehicle is also moving online: searches for “used motorbikes” are up 11% and “renew licenses” are up 25%.

“The Covid-19 pandemic has triggered a change in customers who tend to shift from offline to online. To adapt itself to answer customer needs, Auto2000 carried out a business transformation by launching Digiroom, in the midst of the pandemic outbreak in March.

Auto2000 Digiroom, we call "The First Toyota Showroom in Your Pocket" because it is the first official automotive e-commerce platform in Indonesia that serves the online purchase and after-sales of Toyota vehicles with a seamless O2O experience. We are grateful that this Digiroom initiation is appreciated by customers with improvements Google Search Trends for 2020.

Going forward, we are committed to continuing to think about service innovation, and improve the Digiroom feature for customers so that they can feel the Toyota showroom at your fingertips,” said T. Martogi Siahaan, CEO of Auto2000 regarding changes in the transportation sector.

Commenting on the changes in the financial sector, Anita Ekasari, Digital Banking Acquisition Service and Marketing Head at Bank BTPN, said:

“With COVID-19 accelerating digital adoption, more and more people are looking for information on the internet and turning to the digital space, especially in the financial services industry. With Search, we use precise targeting to communicate with potential users looking for information related to Jenius and other banking services."

"As a result, we achieved a higher brand position quarter after quarter and a higher voice share (SOV) in the banking category. Google Search has become a solution for us, as marketers, that cannot be left out of our marketing strategy.”

Google recommends five steps brands can take now to improve their strategy:

1. Empathize with the challenges consumers face.
2. Increase your brand goals.
3. Review the existing norms in the industry.
4. Attract your customers in a catchy way.
5. Understand the way consumers think in facing the future.

You can download the full report at the link this.