SOURCE: Marketing Green Blog

Consumers have a growing interest in green, but limited familiarity. Many consumers are curious about the emerging green category but have relatively low understanding of the category or how to navigate it. As such, consumers are more likely to research product choices before making purchase decisions and turn to online search when the do so.

For marketers, this means establishing broad presence in paid search across both the general as well as green vertical search engines in order to intercept consumers when they actively seek category-, product- or brand-specific information.

Consumers today conduct that vast majority of green searches through general search engines such as Google and Yahoo and will likely to continue to do so in the near term. The popularity of green vertical search engines - including Green Maven, Greener, GreenGamma, LiveGreenOrDie, GreenLinkCentral, EcoEarth, EcoSeeker and Earthle among others - is growing nonetheless based on the perception that green vertical search engines return more relevant results than general search.

In addition, green filters are emerging that allow consumers to search with greater precision either as an overlay to existing search engines or as a way to narrow the results based on a set of business rules regarding green. Palore is one example which enables consumers to identify green merchants when using Google’s search engine. Below is Palore functionality loaded into Google Maps. Note the symbols included under each listing - including the carrot which denotes that the restaurant offers organic foods.

In addition, online sites are emerging help locate products and retailers offline. Evolvist locates products and retailers by geography.

Alternatively, Alonovo filters products and retailers based on their relative corporate social responsibility and “greenness”.

Products and brands are proliferating. Green products are being launched every day across almost every product category. Product “greenness” is relative, however, which results in a spectrum of products, features, benefits and trade-offs that consumers must weigh before making purchase decisions.

As product proliferate, so too will our vocabulary that describes them.

Marketers should, therefore, take advantage of this by greatly expanding and testing the number of keyword and keyword combinations purchased. Moreover, these lists should align with marketing campaigns and their objectives across the purchase funnel. For example, an awareness campaign should include both branded, category and product-specific keywords. Marketers should refresh this list frequently as the entire category is still very much in flux.

Consumers are hungry for relevant content. Lacking familiarity with green products, consumers turn to credible information sources to learn about products, compare features and validate choices.

Marketers should respond by providing relevant content on landing pages that link from both paid - and natural - search. This is important for several reasons. First, consumers are more likely to engage in the content if it is relevant to their search.

Moreover, content that pays off corresponding keywords searched translates into a better, more relevant consumer experience. This is important with current algorithm-based search engines, as well as with emerging community-powered and/or customized search engines such as Eurekster Swicki, Rollyo and Yahoo Search Builder.

In a world where consumers put considerable trust in the opinions of their peers, community-powered search engines will likely become more popular as search results are informed by the collective experience of the community.

This is especially important in an emerging category such as green. With green products emerging rapidly, relatively low consumer familiarity and few standards, consumers will likely turn to peers to help make informed purchase decisions; community-powered search engines will likely play an important role in facilitating this process in the near future.