Why people need to know before they go

A new Think with Google article has been published: “Why people need to ‘know before they go‘: Today people can – and do – prepare for every aspect of any experience, big or small. Whether they’re taking a vacation across the globe or dining at a neighborhood café, people have a low tolerance for surprises.”

Here are some of the highlights I found particularly interesting and helpful…

We analyzed search trends and spoke to consumers, identifying three motives that drive them to know before they go. Explore the data to understand how your brand can provide value in these moments.”

Sparking Excitement:

  • Many want a look at what their experience could entail. For example, we’ve seen over 55% growth in mobile searches for “menus” over the past two years.
  • Rising inquiries include…

Building Confidence:

  • People feel a need to prepare for every detail of their experience – from exploring maps to confirming business hours. Consider this: mobile searches for “wait times” have grown 120% over the past two years.
  • Rising inquiries include…

Making the most of a budget:

  • In the past two years, mobile searches for “do you tip in _” have grown over 70%
  • Rising inquiries include…

Why it’s hot / implications for marketers: 

  • Understand intent signals: Whether it’s to get excited, build confidence, or manage their money, people are using search to shape and validate the decisions they make. We should understand this to adapt our messaging accordingly.

  • Build useful tools: People rely on the web to plan the best experience possible. We should provide assistance with tools that cater to these experiences.

Source: Think with Google

Domain Name Explosion: Beyond the .com

Through the course of 2015, domain options will grow exponentially. More than 1,300 new domains are being phased in. Big brands, tech titans, major cities and entire industry verticals are all playing a part in this attempt to usher in a new era of the internet with the next few billion users in mind according to a new emarketer report out this week.

The landscape is significantly expanding with the introduction of hundreds of new generic top-level domains (gTLDs) including everything from .guru and .life to .sucks—which as one might expect, is a point of contention among many brands.

The initiative isn’t without controversy. What some view as a “blank canvas for innovation” to spur more creativity, diversity and trust on the internet, others see as costly, exploitative and bound to cause consumer confusion. Nonetheless, it continues to move forward, requiring all internet users to adapt.Domain Name chart

The expansion of gTLDs is being spearheaded by the Internet Corporation for Assigned Names and Numbers (ICANN), the governing body of the internet’s domain name system. The basis for this initiative, according to ICANN, was rooted in the desire to make domains more representative of the global and diverse nature of the internet, as well as to introduce more competition among sellers of domains (known as registrars) and more choices for buyers.

Right, but who cares?

Domain Name what think

Why it’s Hot:

For most domain buyers, what comes after the dot in a name is just as important as what comes before. As .com options decreased over the domain’s 30-year history, new names like .info and .mobi were created, and other buyers turned to country code domains like .me and .tv to define their place on the internet.

For marketers and advertisers, this domain name explosion creates new considerations: the worthiness of being an early adopter, the potential to affect search rankings and the opportunity to integrate new domains into campaigns. This report provides background on the expansion program and presents factors that can be weighed when determining an approach to using these new domains.