The Important Role of Google’s “Year in Search” in Communication Strategies

Developing a communication strategy is no easy task, especially when people’s behaviors, needs, and mindsets are changing quite rapidly. To ensure that strategies remain relevant, communication professionals must conduct research on the various changes taking place in society and apply the insights gained from that research when developing communication strategies.

Last February, Google released the third edition of its “Google Year in Search 2020” report. As in previous years, the report once again provides comprehensive insights into various trends and events that took place in Indonesian society and across various industries throughout 2020.

In addition to outlining search trends in Indonesia throughout 2020, this report also provides insights into the changes experienced by seven industry sectors: Beauty and Personal Care, Finance, Food and Beverages, Media and Entertainment, Shopping, Technology, and Transportation and Tourism.

“Google Year in Search 2020” is a very comprehensive and detailed report, yet Google presents its findings in a simple and easy-to-understand way, making the report not only informative but also enjoyable to read.

What makes this report even more interesting is the “Takeaways for Brands” section at the end of each topic. In this section, Google provides guidance on the steps brands should take in response to each of the findings presented. This is certainly very helpful for communications professionals in developing effective strategies for 2021.

Key takeaways from Google’s Year in Search 2020

While it’s highly recommended that everyone in the communications industry read Google Year in Search in its entirety, reading a 104-page report isn’t necessarily at the top of everyone’s to-do list. So to make it easier, below are some of the points that Media Buffet considers most important and useful from Google’s Year in Search 2020:

1. Brands must be able to adapt quickly to address and respond to the challenges faced by consumers

Since the start of the pandemic, Grab and Gojek have offered “contactless delivery” options to users ordering food or goods through their platforms. This was the response from both ride-hailing apps to consumers’ reluctance to come into contact with external parties, a practice perceived as increasing the risk of Covid-19 exposure.

2. Incorporate empathy and inclusivity into brand marketing strategies

Local cosmetics brands Somethinc and Dear Me Beauty feature male models in their beauty product campaigns to demonstrate that makeup isn’t just for women.

3. Capture consumers’ attention through fun yet meaningful content

To introduce the “Xperience” feature, Traveloka created a video campaign titled #XperienceMore. Through this new feature, users can choose from more than 50,000 exciting experiences provided by Traveloka. The video used for the #XperienceMore campaign is infused with light-hearted humor to entertain and attract consumers’ attention, encouraging them to try the brand’s latest feature.

4. Make the brand’s internal values and practices visible externally. Embed community values into the brand’s messaging and culture

Danone Indonesia has built an organization where 50% of the positions on its Board of Directors are held by women. This clearly demonstrates that Danone is a company that upholds gender equality in the workplace. Danone Indonesia’s corporate values and internal practices are also clearly displayed on their website for external brand stakeholders to read.

So, those are a few key takeaways from Google’s Year in Search 2020 that you should consider when developing your communication strategy, as recommended by Media Buffet. There are actually many more interesting new insights from Google’s Year in Search that can be incorporated into your communication strategy. If you’d like to read the full report, just click this link. Happy reading, and we hope you find it as enlightening as we do!

Written by Cinthya Namira, PR Consultant Intern at Media Buffet