How Search Insights Can Help Brands in Uncertain Times
How Search Insights Can Help Brands in Uncertain Times
Search insights can help marketers in uncertain times by providing valuable information about consumer behavior and preferences. Many advertising company Dubai often use this data to get informed about marketing strategies, such as identifying trending keywords and topics, understanding the types of products or services that are in high demand, and identifying potential areas of growth. Additionally, search insights can help marketers optimize their campaigns and better target their audience, ultimately resulting in more effective and efficient marketing efforts.
Searches have become much more complex and nuanced over the years as people use more specific language to navigate the vast library of the world’s digital information.
Search Insights Shows That People’s Needs Can Be Unpredictable
People’s needs can be unpredictable amidst change, and as a result, marketers can no longer solely rely on historical data and projections when planning for the future. Instead, they need to take a more agile and adaptive approach to marketing. One way to do this is by using search insights to understand consumer behavior and preferences in real-time, and adjust their marketing strategies accordingly. This can help brands stay ahead of changes in the market and be better prepared to respond to shifts in consumer demand.
Additionally, brands can use search insights to identify new opportunities and emerging trends, and make data-driven decisions to better navigate economic uncertainty. Marketers should also keep an eye on other external factors such as political and social changes, technology and global pandemics that could potentially impact the economy.
How People Search Now
People have always used search to understand new terminologies and current affairs, such as the rising cost of living. However, the specific terms they search for around these topics can change over time. This is because people’s understanding and awareness of these issues can evolve, and as a result, their search queries may become more specific or nuanced.
For example, if people are initially searching for general information about the rising cost of living, they may later start searching for specific solutions or strategies to manage it.
Marketers can use this information to stay ahead of the curve and understand how consumer behavior and preferences are changing. By analyzing search data, marketers can identify trending keywords and topics related to the rising cost of living, and adjust their marketing strategies accordingly.
A search phrase is usually made up of two parts, the topic, and the context setter, also known as the “modifiers”. The topic typically describes the main subject or item that the person is searching for, while the modifiers provide more context and help to narrow down the search results.
Modifiers can come in many forms, such as geographic location, time, and even sentiment. For example, a search query like “best sushi restaurants in New York” includes “sushi” as the topic and “best”, “restaurants” and “New York” as the modifiers. These modifiers help to narrow down the search results and make it more relevant to the user’s specific needs.
Marketers can use these search insights to understand how people are searching for products or services related to their industry. By analyzing search data, marketers can identify the most common modifiers used in search queries, which can help them understand the context and intent behind the search. This can help them optimize their campaigns and better target their audience
Modifiers Provide Powerful Insights for Marketing Purposes
at first people may search for the definition of a new word entering their vocabulary, such as “inflation meaning.” As time progresses, searches around this topic will go deeper as people add additional words to learn something specific, such as “causes of inflation” or “ways to deal with inflation.” Advertisers can use this information to understand how consumer understanding and awareness of a topic is evolving and make data-driven decisions.
In practice, this means that marketers can use search data to track the evolution of search queries over time and identify emerging trends and patterns. This can help them stay ahead of changes in the market and be better prepared to respond to shifts in consumer demand.
How to Plan For Changing Expectations
It is important for marketers to realize that modifiers can vary greatly depending on the product or category, especially as the current economic climate means spending behaviors and consumer expectations may be different this year. For example, when it comes to holiday shopping, searches for “gift ideas” or “gift guides” may be popular early on in the holiday season, while later on, as the holiday approaches, searches for “best deals” or “last-minute gifts” may become more prevalent.
Marketers can use this information to inform their holiday shopping campaigns and promotions. By analyzing search data, they can identify the most popular modifiers used in search queries related to their products or services, and adjust their marketing strategies accordingly. For example, if “best deals” are a popular modifier, brands can focus their efforts on promoting discounts and special offers
It’s also crucial for marketers to understand that consumer behavior may change this year due to the current economic climate. By keeping an eye on search insights and patterns, they can adapt to these changes and make sure their holiday promotions and campaigns align with consumer expectations and spending behavior.
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