Retailers in the Consumer Electronics sector are missing out on their chance to improve online presence within an extremely competitive marketplace.
how this report helps you.
This Consumer Electronics Report gives an overview of the market, providing detailed insights into the key trends within it.
Consumers searching for electronic goods have access to a vast range of products, brands and product information, which means that digital marketers in this sector have a large and varied market with millions of searches and keywords to contend with. In both paid and organic search, this sector contains huge volumes of highly-competitive keywords over which brands will compete for visibility. Authority, innovation and consumer intelligence are vital to success in this sector.
Consumers view buying electronics as a high-involvement purchase and so invest a lot of time into product research. The report cites a Google study which found that consumers use an average of 14 information sources before making a purchase decision. Brands which are most visible during the early stages of this customer journey will reap the rewards when the customer is ready to convert.
The report investigates ever-increasing cross-platform search trends. It shows the greater penetration of smartphones and tablets, but more importantly, how this has affects the consumer’s path to purchase.
The report concludes that brands within the sector are generally not fully engaging with the opportunities provided - especially in terms of universal search. Video reviews can be particularly popular during the customer’s information search for products in this market and are being increasingly promoted into regular organic search results.
The nature of consumer behaviour in this competitive sector means that understanding the customer journey and being visible when it matters, is fundamental in creating an effective search strategy.
- Many of the most visible brands across both paid and organic search were non-specialist retailers that stock a wide range of products.
- Over half of the top 30 visible companies for this sector were online-only, although more traditional brands dominated the higher ends of the visibility tables.
- It comes as no surprise that Amazon is the most visible brand, dominating both PPC and SEO.
- Apple, Asda, Argos and John Lewis are performing well across both PPC and SEO.
- There are many sites appearing for organic searches but not paid searches or vice-versa, highlighting many opportunities for brands to increase their visibility online.
- There were a number of price comparison sites advertising on electronics keywords; the most visible site was Pricerunner.co.uk, which appears to have invested a significant amount on paid search.
- Apple was the most visible manufacturer across both paid and organic search.
- All of the most visible organic brands have a large proportion of keywords on pages 2-5 of Google. This presents significant opportunities to increase rankings to page one and potentially drive additional traffic for those keywords.
- There are opportunities for brands to utilise universal search in the form of images and videos.
- Many affiliate sites are investing in paid search to gain market share from larger retailers.
- Apple ensures that its brand appears first for related generic electronics terms.
- Virgin Media is bidding on console terms to try and gain broadband conversions.
- A selection of mobile providers that provide tablet deals are bidding on tablet keywords; despite this, electronic retailers still dominate the results.
- Which?, the respected review site, is outperforming some retailers, particularly in the printers paid search niche.