Nutritional nature of digital marketing
We’ve grown more focused as a society on healthy living and the online world reflects this, too, in the rising nutritional nature of digital marketing.
Exercise, athletics, wellness are very much central to today’s lifestyles and it stands to reason an increased interest and emphasis on healthy, natural and whole food is a major part of that overall trend.
Google reports searches for “best foods for…” have risen 10 times in the most recent decade.
“A number of the top trending foods over the last two years are ‘healthy’ ingredients like turmeric, apple cider vinegar, avocado oil, bitter melon, and kefir (high in trendy bacteria called probiotics),” Google says. “They are said to infer benefits like better skin, libido, and energy or cures for depression, insomnia, and pain (in fact, ‘benefits’ is a term that’s commonly searched for along with many of these foods). Now, the focus of people’s diets is less about eliminating foods than about adding them.”
From an anecdotal observation we certainly see the trend, too, from our Relevanza perspective in Southwest Florida and Western North Carolina. Stores and healthy-food restaurants are clearly on the rise in Naples, our Florida base, and Heaven knows one wouldn’t try to run a restaurant in trendy, beyond-hip Asheville without farm-to-table being the primary focus of its menu and marketing. (Asheville actually has so many organic and regional food choices Whole Foods is considered a corporate interloper.)
This digital food trend was borne out, too, by one of our clients whichhosted recently a special presentation of Indian food and dance. Nearly all the marketing for the event was digital and the response was overwhelming: sold out and SRO.
What all this means for digital marketing in general points to increased consumer interest in authenticity, to living cleaner, better lives — and, most important from the digital perspective — using the tools available in our smartphones as a way to discover, learn more and find healthy foods, habits and activities.
“In what-do-I-eat moments, people pull out their smartphones to find information on healthy foods,” Google continues. “For five of the top 10 trending functional foods, over 50% of the searches are on mobile. In fact, according to a recent study of people who searched for food and beverage terms, 35% did so exclusively on a phone.
“These moments happen most at the start of the week, when people may be planning meals, making grocery lists, or redevoting themselves to healthy eating after an indulgent weekend. On average, searches for the top 10 functional foods across devices peak on Mondays, and slowly decline throughout the week until interest reaches its lowest point on Fridays.”
And because we’re more active, on the go constantly, the smartphone has risen to the point that the vast majority of us now use a smartphone as our major tool for communication.
This means, of course, to reach consumers we must reach them in a format which works best on our mobile devices.
It’s all about mobile. It’s all about search. It’s all about content. It’s all about authenticity. It’s all about healthy.