Great example is a recent campaign I ran for a travel client. Through historic data on Google Trends, we noted a peak in travel search inquiries during the Christmas & New Years break. As such, we developed a strategy around capitalising future sales.
Further thinking has led me to perhaps look at Search as a future indicator for human behaviors. Could we use Search to pick up market activity weeks before it occurs? I think this could work for long purchasing decisions. Such as real estate markets, travel purchase, car purchase, etc.Matching search with trends is not a new thing.
Google knows of a correlation and have a Google Flu Trends initiative.
If we could match Search trends and business data, it becomes a powerful tool in a rapid response strategy. A business that can be mobile and adjust according to foresight opportunities will sure benefit in today's rocky markets.
3 comments:
the goog were in town this week presenting and this was the sort of broad thing they were talking about - search volume/trends as indicators of wider sentiment - political, cultural, health etc
interesting concept but context is vital to really make sense of the data.
we found it can be tricky with some clients.
Google trends can only act as an indicator. It needs historic data from Google and Business data to pick up future trends.
If there is a way to turn Google Trends into an API. We'd be all over it with our custom software development.
Here's a thought... Hitwise picks up Search volume.
Post a Comment