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Think at a Glance

Adjusting to new searching and shopping habits

INSIGHTS & TRENDS

How gaming trends can help guide your messaging

It's no surprise that the online gaming industry is faring well in today's climate. Two and a half billion gamers were already playing worldwide. And, now, as people look for ways to pass the time and safely socialize at home, many of them are discovering the world of online games.

But game makers aren't sitting idle. They've responded by rethinking their ad strategies, as well as updating their messaging and positioning.

And to do that, they've had to stay on top of online gaming trends and closely monitor their own metrics. Search data shows people are seeking virtual experiences that help them foster existing relationships and new ones. Search interest in "online games to play with friends" jumped by 20X between February and March, indicating that people are looking for games they can play with real-world friends and family. And search interest in "multiplayer video games" rose steeply in late March.

By understanding what people want, game marketers can quickly pivot. For example, eye-catching ad creative that highlights the social aspects of games would appeal to people looking for connection.

Marketers outside of the gaming industry should also think about how they can create community around their offerings. Customers will be receptive: According to the agency Edelman, 83% of consumers say they want to see brands connect people and help them stay emotionally close.

Behind the Panera pivot

"It started with the grocery list, then digital and tech, then a marketing plan, and then operations training," says Panera Bread CMO Chris Hollander of his company's pivot to offering groceries as COVID-19 shut down much of the country. "From there, our teams came together and rallied around the idea and the best interest of our guests. Once the clarity of purpose and intent was established, this concept took off and was well received among our team." Searches for "best grocery delivery" skyrocketed as people struggled to stock their kitchens. Grocery delivery slots were scarce and certain pantry items were hard to come by. Hollander and Panera Chief Digital Officer George Hanson discuss how the 30-year-old casual dining brand harnessed this insight and similar consumer findings to pivot its business and launch Panera Grocery. The new program let customers get quick and safe access to grocery essentials via curbside pickup, drive-thru, and contactless delivery.

NEW RESOURCES

Use this interactive tool to understand fast-rising retail categories in Google Search.
The latest observations on creative effectiveness amid COVID-19.
How your company can maintain a sense of community while working from home.
Learn more about the at-home consumer.
The CMO's guide to what board members say about marketing — off the record.
All of our business content relating to this new normal can be found in one place.