Google helps brands identify how search can help drive sales

Research from Millward Brown Digital, which was commissioned by Google to study the demographics of certain searches, showed that marketers could be missing up to 70% of potential mobile shoppers due to misinterpreted search queries. Users who carry out the search may not always be who marketers think they are, therefore Google believes that "micro-moments" are crucial to gaining customers, and has been working with brands identify unique ways to use search data and maps to sync with shoppers at the right time. Google hired agency Johannes Leonardo to create videos to show how companies can use search to help drive sales, a strategy that led both Airbnb and Dunkin' Donuts to launch micro-moments campaigns with Google.  

If anyone has a stake in keeping you searching, it's Google. So it make sense that the company's focusing at least as much on learning what users want as it is on who they are.

Now, the data king has, well, more data to back up that approach. According to research Google commissioned from Millward Brown Digital, demographics don't always align with user intent. In fact, marketers could be missing as much as 70 percent of potential mobile shoppers by not understanding what they're searching for at any given time.