<\/p>\n
\n\tLuxury brands have a lot of questions about Google Search \u2014 especially on controlling how they come across on the search engine.<\/p>\n
\n\tAnd that\u2019s something Conan Liu, Google\u2019s head of industry, luxury and fashion, is well aware of and has some answers for.<\/p>\n
\n\t\u201cHow Google search is a vehicle for discovery is a really big, important question that a lot of luxury retailers right now are thinking about,\u201d said Liu. <\/p>\n
\n\tHe believes luxury executives want to learn how to ensure their brands get discovered, that their products are matched to the types of questions people on Google are seeking answers for, and that the responses appear in an authentic way that resonates with their brand storytelling.<\/p>\n
\n\tDuring a conversation with James Fallon, chief content officer of WWD and Fairchild Media Group, at the WWD Apparel and Retail CEO Summit, Liu said his team partners \u201creally closely\u201d with marketing and merchandising leaders at luxury retailers. <\/p>\n
\n\t\u201cI will say there\u2019s a deep curiosity to understand what the consumer is doing. Luckily at Google, we sit on a large trove of data, both across Google Search and YouTube, enabling Google to understand consumer behavior.\u201d<\/p>\n
\n\tAt YouTube, \u201cOne of the big themes we see is that content equals commerce, for a couple of reasons,\u201d Liu said. \u201cThere\u2019s a growing reliance and trust within the creator ecosystem that we see on YouTube. People are going to YouTube to be entertained, to learn about new topics, to find inspiration, and to seek confidence in what they\u2019re wearing, in their appearance, and in their outfits. It\u2019s something we definitely see as a trend on the platform, and I think brands and retailers are responding in kind.\u201d<\/p>\n
\n\tGoogle bought YouTube in October 2006 for $1.65 billion in Google stock, and proceeded to expand YouTube\u2019s offerings and subscription options.<\/p>\n
\n\t\u201cIf you go on Louis Vuitton\u2019s YouTube page, they do an incredible job thinking about not just their marketing strategy, but also their editorial strategy. They think about all the different ways someone can engage with the maison, from behind-the-scenes content, to savoir faire, to highlighting brand ambassadors in a meaningful way, and that\u2019s an important way brands connect to a consumer who wants to both learn more and feel immersed in a world they clearly want to be a part of.\u201d<\/p>\n
\n\tHe advised luxury brands to take a \u201c360-degree\u201d approach to content and commerce. \u201cIt can\u2019t just be like here\u2019s a product to buy. There has to be more in-depth content.\u201d<\/p>\n
\n\tThe advent of AI compounds concerns luxury brands have about search engines, among them being, as Liu acknowledged, whether responses to queries are consistent with the message the brand wants to tell.<\/p>\n
\n\t\u201cHow do I make sure the products I really want to merchandise, promote, and sell are the ones showing up in these queries?\u201d Liu asked rhetorically. \u201cThe most important thing is making sure there\u2019s a cohesive brand story pulled through across every single touchpoint a consumer can interact with,\u201d Liu explained. \u201cThat includes a brand\u2019s website, a brand\u2019s YouTube page, things as technical as a brand\u2019s product feed.<\/p>\n
\n\t\u201cThe creative voice is ever more important in (how) brands and products get discovered today,\u201d Liu added. \u201cIf you have a cohesive message that is really resonant and authentic, and that people are talking about, or referencing, that\u2019s really your best shot.\u201d<\/p>\n
\n\tIn the traditional search world, said Liu, \u201cIt\u2019s much more about \u2018I have a brand in mind. I have a product in mind.\u2019 In the new world (of AI), it\u2019s \u2018I have an occasion, a big meeting, an event. Please help me think it through.\u2019 You can show an image and say, \u2018This is what I currently have. I don\u2019t want a similar thing. I already have five navy suits. I don\u2019t need another. But help me find something similar, and it\u2019s at a point of discoverability, which I do think is a really big shift.<\/p>\n
\n\t\u201cConsumer search on the internet,\u201d Liu said, \u201cis becoming more conversational and multimodal.\u201d<\/p>\n
#Google #Questions #Luxury #Brands<\/p>\n","protected":false},"excerpt":{"rendered":"
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