Its a fact, an obvious one that nothing stays the same. Over any length of time things change, fashion, what we eat, what information we digest and the media we use to do so. There are number of forces that create the need for change, time of year, what certain fashion designers are designing and popular culture as a whole.
Google Insights allows web managers and marketeers to research the search habits of potential customers/clients/subscribers. By using the available settings it is possible to research and compare search terms and catergories over a certain length of time in a number of different areas. For example, lets say I run a hotel in Leeds and need to improve occupancy at the weekend, I could begin to target Hen parties using a Paid Search campaign. I can use Insights to work out how to optimise a strategic marketing plan. The image below shows changes in use of the search term 'hen party hotels' in the UK over 2007 and 2008.
Judging by the graph above, the best time to concentrate the majority of my budget for the campaign would be January, February and March. Although looking at the rest of the year, especially July (where the is a steady climb towards a peak) it would be worth keeping the campaign running, maybe with an lower budget.
Using Google Insights for Search it is also possible to view habits in certain pre-defined catergories, for example, search terms related to film(s) in Scotland and England in 2009 (see image below). The image shows the difference between searches made related to film in the 2 regions as well as the most popular search terms. This example shows that the term 'cinema' was the searched the most in this category.
The statistics are not delivered as pure numbers, instead Google scale the figures to give a range of 0 to 100, the former being the peak. Looking at the graph for 'hen party hotels' the lines starts at its highest in January (100), around May it is down to 30, then back up to 50 by July.
No comments:
Post a Comment