The Impact of Consumer Confidence on U.S. Business Strategies

Consumer study from the past few months shows that people in APAC are thinking a lot and want to be sure of the choices they make. They are looking at everything very carefully, and the steps they take to make a buy are getting more complicated. In other words, brands can make or break a deal based on how they show up in the customer path.

In this situation, brands need to give customers the confidence to choose them in order to win customers and business

To do this, you need to know the problems your customers are having, send them certain kinds of cues that will boost their confidence, and use AI on trusted platforms to make those cues stronger, which will lead to a "confidence shift" and huge profits. How hard it is for APAC customers and the "confidence gap" It is hard for customers to feel sure about their choices these days because there is so much information online, some of it might not be true, and there is a lot of economic, social, and political unrest in the world. 81% of people in India and Southeast Asia who have trouble deciding what to buy say it's because they have too much knowledge or too many choices.1. Also, more than 70% of customers in APAC are worried that information they are getting is either false or meant to trick them. Today, it can take a lot of work to get over this "confidence gap," which is the time between wondering and knowing before someone makes a confident choice. For more than 70% of people in APAC, making the right choice means feeling like they've done their study and done it well.3. But buyers and brands both lose when they get stuck in the gap: 1 in 3 people in India and Southeast Asia didn't buy a brand they were thinking about because they were worried or not sure about making that choice.1 in 3 people in India and Southeast Asia didn't buy a brand they were thinking about because they were worried or not sure about making that choice.

The study "Think with Google" was done by Google, Kantar, and Quantum with 6002 real or potential buyers in the 2022 survey. The study was called "EVOS 2.0: Trust in Times of Uncertainty."

Brands need to give customers confidence cues

which are signals that affect how confident a customer is in a brand or product's ability to keep its promises. This will help customers get over the gap and feel good about their purchase choice. How brands can make people feel more confident Six trust signs give customers the reliable information they need to make a choice, according to research.5 Respect in the field is one of the most powerful signs of trust. This cue can come in the form of prizes, marketplace approval, or certifications from trustworthy sources. Authority is another important sign that makes people feel good about themselves. This can come in the form of expert reviews and websites that focus on a certain type of product. There is a "confidence shift" when the right cues are given to the right customer at the right time and in the right manner. The study "Think with Google" was done by Google, Kantar, and Quantum with 6002 real or potential buyers in the 2022 survey. The study was called "EVOS 2.0: Trust in Times of Uncertainty." SharePaste There's also a seventh important confidence cue, which is trusted sites. When brands show up on platforms that a lot of people trust, the "trust transference" effect happens, and people think that brands are more trustworthy on those platforms. For this reason, it is important to be on platforms that people believe. In APAC, people say that Google Search is the most trusted online platform and the main place where they look for information.In fact, trust transference is the reason why, in the U.S., people rate YouTube ads as much more honest, trustworthy, and reliable than ads on other video and social media sites.A "confidence shift" can happen when brands give buyers confidence cues on trusted platforms at the right time, in the right way, and at the right point in their buying journey.8 When customers get over the "confidence gap" and are sure about their choice to buy, sales and profits go up. People actually say they spend 25% more on brands they trust than on names they don't trust as much, and they're almost 20% more likely to buy the same product again if they are sure about their choice.9

The "confidence shift" and earnings are driven by Google AI in ads

To make the "confidence shift" happen for many customers at once, you have to quickly look at a huge number of customer journeys and guess a huge number of buy paths. This is because each journey is different. With all of this going on, Google's AI-powered ad solutions are what make brands successful. Google's AI-powered solutions use first-party data that customers have given permission to collect in order to find important insights, guess which customers will be the most valuable, and create the best content to boost their confidence. All of this takes place at the right time, place, regularity, speed, and scale to help people feel good about their purchases. Video reach ads on YouTube, for example, can help brands get more people to know about and consider them. They serve ads smoothly across all video formats, even the newest ones like in-feed and Shorts. They use Google AI to find the best reach, frequency, and cost per impression. The new Video View ads get more people to think about them because they use Google AI to get the most views for less money per view than regular in-stream ads. Google has a new ad strategy called Demand Gen to help increase demand and reach new customers. It lets brands connect with and get people to act with customers, even new groups that look like existing ones, by sending them engaging, relevant visuals that get people's attention. In particular, it matches customized ads with certain groups of people to send the best message to customers at the right time in their buying trips and get results.