And holiday sales will break a new record as Cyber Week growth slows down.
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Good morning, Marketers, “What was that one taco place we ordered from last summer?”
Search isn’t just conducted on the world wide web — it occurs in inboxes, order histories, the DMs and more. Search engines are focused on helping us find the new information we’re looking for and, although some degree of personalization impacts the results, it’s very difficult to remember which listing you clicked on if it wasn’t in the top positions or a brand you recognize (which speaks to the importance of branding).
Back to my greeting at the top: My partner wanted to order from that same place again and it took us 30 minutes — both searching our inboxes, order histories and various food delivery platforms — to finally find the restaurant. “That is sad,” my colleague Barry Schwartz said when I told him about it. It is sad that platforms haven’t prioritized their internal search features to more quickly and accurately surface our historical interactions — if you’ve ever had to search by date in Gmail, you probably know what I’m talking about. This could have been lost business for that restaurant and, in a more general sense, diminishes our marketing efforts because it’s not very useful to be top-of-mind if the inability to locate a piece of crucial information prevents prospective customers from converting.
George Nguyen, Editor
Business reopenings have flattened while new leisure and hospitality openings drove growth, according to Yelp