The concept of findability is crucial for businesses aiming to connect with consumers. It’s no longer just about being present, but being discoverable, chosen, and seamlessly integrated into customer journeys. In this article, we will explore findability and how a robust omnichannel findability strategy can help brands create meaningful and lasting customer relationships.
Understanding Findability
Findability focuses on connecting consumers with the right product or service at the right time and location, whether physical or digital. At Vodafone Spain, our findability approach goes beyond addressing digital requirements and platforms. It emphasizes the complete customer journey and considers consumer behavior across all channels.
In the past, consumers primarily searched within digital platforms. However, with the evolution of the web, they now explore multiple channels based on their journey phase. These channels include search engines, digital video platforms, geolocation platforms, ecommerce platforms, and social platforms.
Findability Model: A 4-Phase Framework
Our findability model at Vodafone Spain is based on a 360-degree approach. It encompasses analysis, operations, and continuous review and evaluation to adapt to market changes. This model serves the purpose of enhancing brand visibility and acting as a source of business intelligence.
Phase 1: Analysis
When analyzing the economic environment, we consider demographic trends, consumption trends, allocation of consumer expenditures, political landscape, and GDP trajectory. In addition, internal factors such as product differentiation, market share, digital skills, attribution model maturity, and omnichannel maturity play a crucial role in shaping our findability strategy.
• Demographic trends
• Consumption trends
• Allocation of consumer expenditures
• Political landscape
• GDP trajectory
• Products and services differentiation
• Market share (digital vs. non-digital)
• Internal digital skills
• Attribution model maturity implementation
• Omnichannel maturity
• Competitors
• Elasticity of demand
• Demand growth rate
• Regulatory environment
• Annual growth trends
• Volume of revenue
We also explore the industry sector, including competitors, demand growth rate, regulatory environment, and annual growth trends. This segment helps us identify opportunities, refine our findability strategy, and stay competitive. Google Trends is a valuable resource for accessing public information.
Phase 2: Strategy
When defining our objectives, we categorize them into revenues, savings, orders, leads, etc. These objectives must align with the company’s overall goals and budget allocation. We then design a strategy based on the customer journey to position ourselves where the customer expects to find us in a format that resonates with their expectations.
Phase 3: Tactics
Effectively allocating the budget to various marketing channels is crucial for brand visibility and consumer discovery. Our tactics include pay per click (PPC), pay per acquisition (PPA), optimizing store locations, enhancing signage, and more. We also consider channel selection, format choice, and content selection to support our strategic decisions.
Key Performance Indicators
Defining key performance indicators (KPIs) is essential for tracking progress and launching initiatives. Some of our main KPIs include measuring zero results searches to improve search accuracy and relevance and tracking the most common queries to optimize our findability strategy.
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