Year in Search 2021 Indonesia: 5 Tips from Google for Brands

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—particularly PR consultants at PR agencies in Jakarta—must conduct research on the various changes taking place in society and apply the insights gained from that research when developing communication strategies.

In early February, Google released the fourth edition of “Year in Search 2021: Look Back to Move Your Business Forward,” which highlights consumer trends throughout 2021. This report is based on data from Google Trends (August 2020–August 2021), Google Destination Insights, and the November 2020–October 2021 edition of eConomy 2021.

In addition to outlining search trends in Indonesia throughout 2021, this report also provides insights into the changes experienced by six industry sectors: Technology, Media & Entertainment; Transportation & Travel; Finance; Beauty & Personal Care; and Food & Beverages.

Google Year in Search 2021 is a very comprehensive and detailed report, but Google presents its findings in a simple and easy-to-understand way, making the report not only informative but also enjoyable to read.

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What makes this report even more interesting is the “Marketing Implications” section at the end of each topic. In this section, Google provides guidance on what 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 2022.

5 Google Tips Brands Can Implement

Make Digital a Core Part of Your Brand’s Communication Strategy.

During the live stream for the launch of the Oppo Reno 6, Oppo Indonesia utilized YouTube Masthead as a medium to increase awareness of the event. Additionally, ad content was displayed both during and after the live stream to maximize viewership. In total, 81% of the live stream’s viewers were acquired through YouTube Masthead.

Samsung Indonesia also leveraged digital channels. As people were visiting physical stores less frequently, Samsung sought ways to boost online sales. Samsung used Google Search Ads to generate potential sales in real time. Thanks to this approach, Samsung Indonesia generated 6,000 potential sales within two months and achieved a conversion rate of 40%.

Brands Should Be Present When Customers Are Reconsidering Their Choices.

Search data shows that people are emerging from the pandemic with new priorities. Customers will be reevaluating their previous choices. To stay in step with customers, brands and businesses must also update how they demonstrate the value they offer.

For example, leading online travel agencies in Indonesia addressed the uncertainty of 2021 by meeting consumers’ evolving needs and offering new products beyond their core travel offerings. These new launches included Traveloka Eats (food vouchers and delivery), Paylater (an installment payment program), Tiket Homes (villa, apartment, and house rentals), and Tiket To-Do (travel essentials and recreational activities).

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Use Technology to Bring Your Brand Closer to Customers.

Not everyone enjoys in-person experiences, especially during the pandemic. Brands can consider virtual channels to stay close to customers and influence purchasing decisions. L’Oréal is one of the industry pioneers bringing this experience into the digital realm through virtual reality technology. With the virtual “Try On” feature, customers can test out makeup products using just their smartphones.

Build Customer Trust in Your Brand by Prioritizing Transparency.

When it comes to building trust, brands must not take shortcuts. Consumers have the right to hold brands accountable for their claims through consistent, authentic, and proactive communication. Take Gojek, for example, which launched GoGreneer Carbon Offset in April 2021, making it the first in the global online transportation services industry to prioritize B2C carbon offsetting.

Fight for Something Greater Than Profit.

Consumers are 4.5 times more likely to buy from brands that advocate for human rights, and 3.5 times more likely to buy from brands that address economic inequality. Rexona, a deodorant brand, has highlighted Indonesia’s underrepresented community of people with disabilities by advocating for their health and mobility through the #GerakTakTerbatas campaign. Rexona encourages customers to count their steps every day, with each step contributing to the procurement of new wheelchairs for people with disabilities.

So, those are a few key takeaways from Google’s Year in Search 2021 that you should consider when developing your communication strategy—as summarized by Media Buffet PR. Actually, there are many more interesting new insights from Google’s Year in Search that can be implemented in the design of 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!