Consumer Search: Browsing vs Discovery
Browsing is perhaps two parts aimed search, plus three parts waiting to be blindly surprised. Discovery on the other hand, I would argue, is four parts aimless search and one part purposeful exploration. Seem like a concoction of misrepresented and confused concepts? Sure, I planned it that way - to get you to think about what users are doing out there in their flat-paneled universe.
While browsing is far more common among in search, it leads to far less satisfaction. Browsers often get up from their computer feeling largely empty, having accomplished little if anything. They are largely without meaningful purpose. They are actively being passive. Like passer byers at a county fair, they are hollowly walking past adventurous opportunities utterly dominated by their practical nature. They pretend to themselves and their audience that if the right attraction comes along they will bite on it. The reality however, is that one side of their brain is starving for fun, stimulation of entertainment and the buying of goods. The problem is that marketing to this bunch of browsing consumer yahoos is waiting for something that the other side of their brain will never allow.
Search browsing will get your company very little at a tremendous cost and loss. Now search discovery actually might get you somewhere.
Discovery on the other hand stimulates a completely different chamber in a brain that is already active in an alternate sense. Discovery is euphoria to boredom. Discovery is without expectation. Discovery consumers are not proactively being passive, they are proactively being proactive. They are making surprise happen and this process is unhindered by false expectations. Anticipation is realistic. These users will engage the sights and sounds, thereby becoming active participants without the duality of browsers - the entire goal of marketing. The scope of discovery itself is engagement.
Discovery may also have a dash of social media. Perhaps a very large dash. Think BIG! Discovery does not have to be predictable in the least; succeeding more so when it is not. Websites like StumbleUpon.com excel it providing the randomness that entertains and brands. Does it sell? I doubt it. However, like any unclicked ad, I believe that were users to find your company’s brand markings in discovery such as this they will remember it the minute they in true fashion “stumble upon” your search marketing ad. Something deep inside of them somewhere will remember your brand identity.
Ladies and gentlemen, this is basic Pavlovian law. The endorphin bells will resound in their head.
Discoverers will engage. Present your company in front of discoverers again and it will increase the likelihood of meaningful clicks conversions because once upon a time, when they didn’t have purpose or a care in the world, you were a small part of their discovery experience.
Tags: Browsing vs Discovery