Customers now search for the ‘worst’ brands ‘to avoid’
Customers are no longer just searching for the things they want, they’re also searching for things they don’t want, according to Michael Laps, director at Yoghurt Digital.
Laps: Marketers need strategies to combat negative search terms
Phrases such as ‘worst’ and ‘to avoid’ have grown in prominence as consumers increasingly seek out the brands they don’t want to interactive with, Laps told the audience during a panel on the future of search at Mumbrella’s Retail Marketing Summit.
“As an example, the number of searches that include the words ‘to avoid’ have gone up 150% in the last two years. Searches including the word ‘worst’ have gone up by 30%,” he said.
