Detect Digital Trends
Digital Trends Via Web Analytics
The future has always been a dangerous place for sellers for several reasons - the fickle consumer behavior, research sophisticated and complex, and the lack of measurable advertising media among them. That is, the future is scary to data-hungry, Google took over the world. Now traders have the information you need at your fingertips, and the identification of digial trends in the market has become much more accessible by using a wide variety of web analytics tools. More importantly, we can make this information actionable information to report the change to marketing functions and methods.
To illustrate this point, look at a way Tocquigny own recently assessed the search engine optimization efforts. As we are an interactive marketing agency, the word "interactive" is very important to us for purposes of optimizing the site content. A Google search for "interactive advertising agency" or "interactive advertising" reveals that Tocquigny places very well in the interactive results pages related to keywords. Using data from Google Analytics since the launch of new website in early March Tocquigny found that about 6% of all search engine traffic, in fact, came from keywords that are "interactive." You might think that 6% does not sound like much, but the vast majority of traffic from search engines, about 64%, came from brand searches, or searches that included some form of "Tocquigny" (Tocquigny is easy to write bad after all).
Searches indicate an intention brand unique visitors are not looking to make the visitor already knows what he wants, that is, of course, to find that particular brand. In addition, searches are often branded the "head" of the keywords that drive most traffic to any site, including the Tocquigny. The long queue is full multi-word terms that individually can handle one or two visits, but on the whole tend to drive more traffic to a site.
Therefore, we know that the website is optimized Tocquigny and is well positioned for keywords related interactive, but how can we increase our visibility? One solution is to add keywords to our joint account. Using tools like Keyword Tool Google, we found that using keyword phrases "digital" in them a common theme. More interestingly, the recommendations of Google suggest keywords that people are beginning to use "digital" instead of "interactive" in their searches.
To test this hypothesis, we took a look at Google, Insights for Search. This useful tool analyzes Google web searches to show how many searches have been performed for a particular term in relation to the number of searches for that term over time. The good thing is that outlook as more of the world uses search engines (especially Google) on a regular basis, the more accurate data as a tool to identify market trends. Using Insights for Search, we were able to compare digital trends interactive. The results were quite surprising:
Until late 2007, "Interactive Marketing" and "digital marketing", both were more or less the same number of Google searches. Then, in early 2008, something happened that caused "digital marketing" to be totally separated in a positive direction, while "interactive marketing" has experienced a steady decline. Could it be that the term "interactive" with respect to marketing is the way out? We have used various combinations of keywords to help others answer this question. The same phenomenon appears when the evidence "interactive agency" to "digital agency", "interactive advertising" to "digital advertising," and others. In most cases, the term related digital interactivity away from the term at the same time in early 2008. This indicates that search engines have increasingly been looking to find information about digital marketing versus interactive marketing, and this trend is increasing rapidly.
Using the Keyword Tool, once again, we find that digital technology related keywords together a much larger volume of global interactive search-related phrases. The only exception we found is in the comparison of "digital advertising agency" to "interactive advertising agency." This is probably due to the way advertising agencies within the interactive niche label themselves, the term "digital advertising agency" is not so common in the advertising industry.
Certainly there are ways we can refine the analysis. For example, we could segment of our traffic to scan only the visitors who came to our site through a search engine and contacted us for more information about our services. This would give us a very targeted to our visitors that is much more aligned with our business objectives and could allow views in the terms used to arrive at our site. In short, Web Analytics provides an almost inexhaustible source of data to manipulate, interpret and use for business success more.