Adding Google Trends to your daily Marketing Routine.

Adding Google Trends to your daily Marketing Routine.

» Posted by on Mar 20, 2012 in Marketing | 0 comments

Adding Google Trends to your daily Marketing Routine.

One of the interesting things about social media is that it is “bottom up” rather than “top down”.  Understanding that, how can you, your business, or your non-profit capture that information?  One way to start is by using Google Trends.

What is Google Trends?

Wiki tell us that Google Trends is a public web facility of Google Inc., based on Google Search, that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages.

Google Trends  initial screen looks like the normal Google search but with the addition of what is called “Hot Searches,” made up of the top ten searches (with the option of getting a further list) for a given geographic area.  In my case it is for the US.

Now for the fun part.  Type in any search term, and Google trends will give you an analysis of the occurrences of that search that includes the following:

  • The relative occurrences of that term over a period of time.
  • News articles related to the topic
  • Blog articles related to the topic
  • Occurrences based upon Regions, Cities, and Languages.

It also gives you the ability to export the data out to a spreadsheet file for further analysis.

How is Google Trends Useful?

If you assume that Google has a large installed base (it does), and you assume that people Google topics to gain understanding and find out what is going on ( they do,)  then this represents a good slice of what is on the minds and fingertips of the millions and millions of users who use Google everyday.

Back in the old days, the savvy marketer would need to so some sort of survey, wait for the newspaper and check out the headlines, listen to other news sources such as TV or the Radio, and try to piece together a list of the important topics of the day in a rather unscientific way.  Or guess.

Why might you want to capture search trends?  While you need to be careful not to follow the shifting winds (onto the rocks!), following trends may give you a greater understanding of how that new competitor is doing, major shifts in your industry that you should be aware of (cloud based computing, for example), or the opportunity to craft an ad campaign based on hot topics such a hot new movie.  Using hot searches may provide you with an idea to write a blog article, learn about a baseball team that is performing better than expected, or a  player that has caught the imagination of the public such as the New York Basketball sensation Jeremy Lin.

If time matters, Google Trends (and others) will help you to identify what is going on even in areas that you don’t usually follow.  And being first to know is always best.

Spalding Barker is a consulting firm that helps companies meet their business goals using on-line tools.  Send us a note to learn more at harry@spaldingbarker.com or give us your e-mail to learn more.

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