Gartner for Marketers Research

Insight Report March 12, 2020

Beverages US: Crafting Digital Content to Capture Consumer Attention

As search trends indicate beverage consumers’ desire for informative and educational content around products, brands must capitalize on the marketing opportunity to improve search visibility and drive traffic through optimized content across a variety of digital channels. Beyond these macro trends, consumer search behavior also serves as an indicator within product categories, highlighting areas for content optimization or deprioritization for different brands as they compete for consumer mindshare.

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