How Many Searches Before a Purchase? Mapping The Modern Buyer Journey
RIP Brand Awareness, Long Live Unbranded Search
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Brand awareness once held the crown as the ultimate goal for marketers. Today, in local marketing, that era is rapidly fading. The shift to convenience, proximity, and authentic proof is reshaping how consumers discover businesses—and it’s leaving national advertising campaigns behind.
The Shift from Recognition to Convenience
According to our latest Consumer Behavior Index, the “just Google it” approach is declining, with traditional search traffic dropping 10% year-over-year. Consumers, particularly Gen Z, now explore across an average of 3.6 platforms before making a decision, preferring convenience and authenticity over brand loyalty.
Now, the number of consumers who prefer to use unbranded searches—queries like “best coffee near me” or “haircuts open now”—have surged, rising from 35% to 42% year-over-year, highlighting a clear consumer preference for convenience and immediacy over brand recognition.
Why National Campaigns Aren’t Cutting It
National advertising, historically driven by brand recognition, now faces a stark reality. Our research reveals that brand reputation ranks only seventh in importance for consumers, trailing far behind accuracy of information, customer feedback, and convenience.
Today’s consumer isn’t swayed by polished campaigns. Instead, they prioritize what feels relevant, accurate, and local. 65% of consumers say they are more likely to choose a business that actively responds to reviews.
The Rise of Authentic Proof
Consumers trust real experiences over brand promises. Over 91% of consumers rely on reviews to evaluate local businesses, and 40% of Gen Z prefers video recommendations, indicating a strong shift toward visual, authentic proof.
AI-driven answers provide speed, but human-centered discovery builds trust. Consumers often cross-reference ChatGPT suggestions with TikTok videos or Instagram posts, validating authenticity through real, user-generated content (UGC).
How Multi-Location Businesses Can Adapt
Here are key strategies for multi-location marketers to win in the unbranded search era:
- Cross-Platform Visibility:
- Optimize each location for accuracy, freshness, and relevance.
- Maintain a consistent presence across social, reviews, and AI platforms.
- Real-Time Responsiveness:
- Actively manage and respond to reviews.
- Engage promptly to demonstrate authenticity and build trust.
- Local Content Over National Campaigns:
- Prioritize local, relatable content. Photos, short videos, and UGC resonate more strongly than generic, polished advertising.
Actionable Steps for Marketers
- Embrace Omnichannel: Show up consistently across platforms consumers actively use, from Google to Instagram to Yelp.
- Keep It Real and Relevant: Authenticity is key—highlight real experiences through visual storytelling and genuine customer interactions.
- Empower Local Presence: Equip each location with tools to manage visibility and engagement effectively.
The era of brand-driven discovery is giving way to the era of consumer-driven exploration. It’s not about being the biggest brand; it’s about being the most relevant in the right place, at the right time.
Long live unbranded search.
