'Circle to Search'
A Game-Changer for Digital Marketers
What is Circle to Search?
Useful for mobile content interactivity, ‘Circle to Search’ feature draws a circle with a finger around any text or image on the screen to trigger search for information relevant to user or simply search results.
Based on the popular circle shape, the feature cover a whole range of search engines and databases through an easy to use interface. ‘Circle to Search’ from Android is the first technology to empower users with much convenience and efficiency to access information through mobile devices.
Increased user involvement: This is a total re-think of how users interact with content, which translates to new ways for marketers to capture and retain audience attention. Imagine being able to circle a product in a blog post to get instant more information or buying options. A clear benefit is more opportunity for increased interactivity – something impossible just a few years ago.
Enhancing Discovery: ‘Circle to Search’ allows for immediate access to further info on a product or service that the customer has encountered. A consumer who has seen an online ad and discovered that those awesome sandals come from Thom Shoes can easily ‘circle’ the ad, and instantly learn more about the product. Marketers can create content that promotes searching and leads consumers down the discovery-to-purchase funnel smoother and faster.
Opportunities for Targeted Advertising: Given the accuracy of context-based search results, finely calibrated marketing becomes possible. Knowing what users are circling can pinpoint what they like – a fact that is invaluable when creating tailored ad campaigns that are more likely to create conversions.
Faster Mobile Commerce: The quick ‘sticky-search’ ability of ‘Circle to Search’ increases the speed of mobile commerce. As a development, it could make mobile shopping much more efficient, boosting mobile commerce, because users can quickly identify product information, review price-comparison sites and read reviews without needing to leave the screen they’re checking. For marketers, it may make converting interest into sales easier to achieve.
Analytics and insights: Circle to Search offers powerful behavioural analytics by quantifying the real-life user engagement with its content. Through analysing these shopping signals like squeeze and rotations, marketers can gain a deep understanding of user interests and preferences, which can serve to refine marketing strategies as well as help create more content in the future.
So, Whats the Strategy?
Improve digital content for ‘Circle to Search’: Help users find what they are looking for by optimising your digital content for ‘Circle to Search’. Quality images, text, simplicity and meta-data that allows search engines to index it. The content should be designed to entice users to use the ‘Circle to Search’ functionality.
Design ‘Circle to Search’ Friendly Campaigns: Create marketing or display campaigns tailored to taking advantage of ‘Circle to Search’. For example, developers could create interactive images or include text prompts that require users to swipe with a circle gesture to get more information. Such campaigns could be used to focus users’ attention on one or more key products or services while adding convenience to the user experience, allowing users to navigate to more information with just a circular gesture.
Utilise Data to Personalise: ‘Circle to Search’ interactions can generate a lot of data, which can be used by marketers for personalising content and marketing strategies. This level of personalisation can help create more effective advertising campaigns.
Why Should We Care?
I conclude that 'Circle to Search' is more than a convenience for the users. It has become one of the major tools for digital marketers. If marketers utilise this feature, they could improve user’s experience, encourage user’s engagement and analyse consumers’ attitude and behaviour. The feature allows marketers to create effective and evidence-based marketing campaigns that meets users’ needs. The digital age appears that we are still unfolding. ‘Circle to Search’ is a feature that allows digital marketers to stay competitive.