SPONSORED: Video Quick Take – Google’s Gautam Ramdurai on Emerging Consumer Behavior ThinkGoogleAPAC
Todd Pruzan, Senior Editor for Research and Special Projects at Harvard Business Review, recently interviewed Gautam Ramdurai, Group Marketing Manager, Ads Marketing, Google Asia Pacific, for a new episode of HBR Video Quick Take.
Let’s take an example of someone wanting to do something: I have a three-year-old, so I have been thinking about when my three-year-old should be riding a bike. And that’s a big moment, right? So when a consumer thinks, “Oh, I need to buy a bike for my daughter,” the first question is never “Where do I buy bikes?” Rather, it is “What is the right age for children to ride bikes?” It’s a more foundational life question and a curiosity-driven question.
There are other things that matter too, such as social proof. And sustainability is becoming more important, so a company’s having sustainability practices is becoming a bigger and bigger piece of purchase consideration.Today there is a plethora of digital information, and I know I am preaching to the choir here when I tell you that the digital world is expanding.
Correct. I would say it is a big part of it, because the medium can never be the full message. You own your brand. You know the truth that it wants to speak to the world. But I think the complications right now — and this goes back to our research on what is unique about 2023 versus ever before — involve needing to think about the calculus that the consumers have to go through. Then we need to pair that with the calculus that the businesses have to go through.
And it doesn’t end when they’ve bought your product. The more important part of the journey is when they’re actually using your product or your service. That customer experience doesn’t end at the buy button. It almost starts there in many ways.If trust is important to consumers, how does this start translating to business outcomes?In 2023, it has a pretty direct impact.
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