Digital marketing

 January may be when people set their New Year’s resolutions and hit the gym, but March and April are when people decide to get fiscally fit. These months are the most popular time of the year to open financial investment accounts. When I opened my first investment account, I went to a physical location and sat down with an adviser to talk about my options. But that’s not the way people are shopping today. The way people are discovering information and narrowing down their options has fundamentally changed. In this Age of Assistance , people expect their shopping experiences to be frictionless, personal, and helpful. We wanted to dig into how people are shopping for financial investment products and services, so we partnered with the Boston Consulting Group. Our key takeaway? Wealth management customers at all levels rely heavily on digital to help them make decisions at every step of their journey—even if they don’t sign up for an account online. Researching ea...

We know the ability to read reviews before making a decision is incredibly empowering. From what to order at a restaurant to which is the best washing machine for a small apartment, the consumer review is a critical source for shoppers evaluating purchase decisions. And that’s showing no signs of slowing down. We’ve seen that searches for the “best” product and product “reviews” continue to rise. But we’re seeing an evolution in the type of review people find valuable and the vast number of topics they are seeking advice on. People are looking to others just like them to virtually try before they buy . To better understand how and why people are tapping into others, I sat down with Google’s Head of Ads Research and Insights Sara Kleinberg to discuss what her team has been finding in Google data and hearing from consumers. So what are you seeing that’s new? Sara Kleinberg: People want to know what they’re getting into before they make purchase decisions, but t...