Brands need to expand their view of search media beyond a conversion and recognise its value across exposure, exploration and evaluation, according to a new WARC Exclusive.

End-to-end search planning

• Research from Google shows there has been a significant shift in post-COVID online and offline shopping habits in categories such as telco, beauty and fashion.
• Consumers are using search throughout the purchase journey – from inspiration to purchase – citing the medium’s convenience and ease of discovery and comparison.
• All brands, and particularly those without strong awareness, need to build mental availability to make it onto consideration lists and...