Search data drives Diageo sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 29, 2021, 11:26 AM UTC

With COVID-19 affecting brands with physical stores, companies such as Diageo switched focus to ecommerce and takeaways.

Beverage brand Diageo's complete pivot towards ecommerce meant that the company needed to provide outstanding customer experiences, with all the information in the right channels. Benjamin Lickfett, Global Head of Digital Innovation at Diageo, said that pandemic made people attempt recreating outside experience at home by searching for homemade cocktails recipes.

The search data helped Diageo understand consumer intent and create appropriate content. At the same time, being agile and having the right partnerships enabled the brand to execute compelling digital-only experiences.

Providing a mix of value-added services, understanding the community and being transparent can help direct-to-consumer (D2C) brands engage and entertain consumers, notes Lickfett. However, with search expectations becoming complex, rethinking search experiences and having a consistent and accurate search presence can boost digital engagement.

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