Increasing privacy concerns are leading customers away from Google to alternative search engines such as DuckDuckGo.
When you want to know something, almost anything at all, the first (and possibly only) action you might take is to Google it.
And why not? The results are often quick, reliable, and expansive. You want a pizza? Google can provide a large selection of neighbourhood pizza restaurants in a matter of seconds. On mobile? Just press on the phone number and you’re moments away from being connected.
There’s nothing like instant gratification when you have a sudden want.
The trouble is, for the foreseeable future, you might see pizza ads randomly popping up in your browser. Quite often, whatever you have previously searched for comes back to haunt you in the form of behavioural retargeting.
Although some folks might consider these ads jarring, or even intrusive, marketers consider them valuable tools to personalize the online experience. Ads need to be served, and data about your online activities is invaluable to provide you with the most relevant offers.
But with data privacy concerns increasing among consumers, alternatives to Google are becoming more popular. One of those alternatives is upstart DuckDuckGo.
Launched in 2008 by Gabriel Weinberg, DuckDuckGo calls itself “the search engine that doesn’t track you.” It answered over one billion queries in 2013, a clear indicator that its star is definitely on the rise.
That’s one billion opportunities that marketers who solely relied on Google missed out on.
In no way is DuckDuckGo an immediate threat to Google’s dominance in the search marketing space, but marketers would be wise to consider DuckDuckGo a great place to advertise as people become increasingly concerned with privacy over time.