As I have mentioned a couple of times already, it’s that time of the year when literally anyone and everyone is busy preparing and sharing their lists of insights and trends.
I came across Google’s view recently. And I found it distinctly underwhelming.
It’s very surprising to hear Google say that this is the year (2019) when ‘consumer journeys became increasingly complex‘. As someone who has been in the field of Digital Marketing for over 15 years now, this is something that was obvious to me for at least the last five years. The seeds for this were sown, I would say, in 2007, when Apple launched the iPhone and the smartphone revolution took off. Consumers no longer had fixed times (and places) when they accessed the Internet and could do it whenever and wherever they fancied.
The second insight is that ‘New Media Channels are Emerging‘. Really, this is big news in December 2019? I looked at the various research conducted by Google and discovered that most of these date from 2018. The only pieces of research that are later than January 2019 relate to YouTube – a channel that has been around for more than 14 years now – and Voice Search. Now I agree that Voice is going to be the next big thing. It might have been more accurate if Google had said that ‘Voice is Emerging as the Next Big Media Channel‘.
Moving on – the next insight is about ‘satisfying immediacy‘. Yes, this did have more recent research, but I distinctly remembered a similar insight that Google had shared last year. So I did a Google Search (:-)) for 2018 trends and voila! Read on for ‘The most interesting 2018 consumer insights you should carry into 2019‘.
Having said that, I do find it interesting that users are being more location conscious in their online searching and browsing behaviour. This is definitely something that brands should look at leveraging, wherever possible.
The next insight is that ‘Traditional industries are transforming with digital‘. Again, most of the research that supports this insight date to 2018. And given that ‘Digital Transformation‘ has been a buzzword for at least a couple of years now, is this truly insightful?
The final insight is ‘Standards are being raised in privacy and digital wellbeing‘. And this is the one that I think Google got right. Users are increasingly becoming aware of their digital footprint and digital addiction. As their October 2019 survey revealed, ‘1 in 3 Americans have taken steps to improve their digital wellbeing in the past year, and more than 80% of them said this had a positive impact on their overall sense of wellbeing.‘
It does look like Google has put together a largely rehashed set of insights to capitalise on this ‘End of Year’ season for insights. I would give them a rating of 2/5 for this effort, very disappointing for a leading digital business with the depth of resources that they have.