Google's Shop the Look Uses Fashion Blogs to Streamline Shopping
References: adwords.googleblog & techcrunch
Google's new 'shop the look' system incorporates the company's ubiquitous AdWords platform to better reflect the real ways in which consumers shop for clothing online.
According to market research, 90 percent of smartphone shoppers don't have a specific brand in mind when they begin shopping, and nearly half of Americans consult blogs for shopping ideas. AdWords simply gives users ads from whichever company they may have searched in the past, ignoring these above facts. The new shop the look system incorporates blogging into its algorithm, increasing the likelihood of users finding what they want.
Like a standard AdWords campaign, shop the look works through search terms. However, rather than just pitching ads, shop the look suggests pages from major fashion blogs. Users can then click on whichever blog image they find most appealing, and the system then brings the user to the product pages for those clothing items.
According to market research, 90 percent of smartphone shoppers don't have a specific brand in mind when they begin shopping, and nearly half of Americans consult blogs for shopping ideas. AdWords simply gives users ads from whichever company they may have searched in the past, ignoring these above facts. The new shop the look system incorporates blogging into its algorithm, increasing the likelihood of users finding what they want.
Like a standard AdWords campaign, shop the look works through search terms. However, rather than just pitching ads, shop the look suggests pages from major fashion blogs. Users can then click on whichever blog image they find most appealing, and the system then brings the user to the product pages for those clothing items.
Trend Themes
1. Personalized Shopping Experience - Google's 'shop the look' system incorporates fashion blogs to provide users with personalized product recommendations, enhancing their shopping experience.
2. Influencer Marketing - The integration of fashion blogs into Google's shop the look system highlights the growing importance of influencers in driving consumer purchasing decisions.
3. Data-driven Advertising - By leveraging search terms and user preferences, shop the look demonstrates the power of data-driven advertising to target and engage consumers effectively.
Industry Implications
1. E-commerce - The shop the look system revolutionizes the online shopping experience, providing new opportunities for e-commerce platforms to better showcase their products.
2. Fashion - Fashion brands and retailers can harness the shop the look system to tap into the power of fashion blogs and reach a wider audience of style-conscious consumers.
3. Digital Advertising - The integration of AdWords with fashion blogs in shop the look indicates a potential shift in digital advertising strategies, encouraging marketers to explore innovative ways to engage with their target audience.
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