Online Demand Analysis through User Queries & Keywords Research
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1 Jorge Serrano-Cobos ADM-Global Conference. Valencia, Spain, 2013 Product design by online demand analysis: Researching consumer behavior through user queries to improve Lighting Products Design and Green Marketing Strategies in United Kingdom, Sweden and Spain
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Communication for ADM 2013-Global Conference on the impact of a comparative analysis of online consumer demand (through queries / keywords research) from users in the UK, Spain and Sweden around LED lighting products, used as the basis for product design and green marketing strategies design and development.
Transcript of Online Demand Analysis through User Queries & Keywords Research
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Jorge Serrano-Cobos
ADM-Global Conference. Valencia, Spain, 2013
Product design by online
demand analysis:
Researching consumer behavior
through user queries to improve
Lighting Products Design and
Green Marketing Strategies in
United Kingdom, Sweden and
Spain
Green Marketing Definition
“The marketing of products that are presumed to be environmentally safe”
(green-markets.org)
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“Green” everywhere
• There are currently more than 400 environmental labels worldwide (www.ecolabelindex.com).
• Global market for low carbon environmental goods and services is estimated at €4.2 trillion.
• EU companies' market share is 21% (UK Department for Business, Innovations and Skills, 2012)
• 90% of consumers buy green products at least sometimes (Eurobarometer)
• 39% of consumers say business claims about the environment are not accurate (GFK, 2011)
• Only 6% of EU citizens trust producers’ claims about their products’ environmental performance completely (Eurobarometer, 2009)
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Why studying green terms awareness
• The European Commission has adopted in April 2013 the Single Market for Green Products initiative, which introduces a set of principles for communicating the environmental performance of products and organisations.
• “Better understanding consumer behaviour and attitudes is a key component to properly implement this new policy initiative.”
(European Commission, 2013)
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How studying green terms awareness
• The classic way:
SURVEYS
(European Commission, 2013)
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How studying green terms awareness
• The classic way:
SURVEYS
A different method?
(European Commission, 2013)
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Methodology
Google's market share:
Spain - 93%
UK - 90.39%
Sweden - 80%
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(Source: http://googlesystem.blogspot.com.es/)
http://seo.ericanfly.com
Methodology
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Methodology
Tool: Google KeywordPlanner
Input: Seed keywords
Output: queries (searchphrases) related toseed keywords
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Results
• Queries analyzed: 910 total queries, summing up 1.007.490 searches (monthly average) – 381 in UK market, searched in english– 187 in Spain, searched in spanish– 342 in Sweden, searched in swedish
• Four groups of queries, classified by topic relationship– Eco-Lighting– Lighting– Recycling– Energy savings
• Analyses performed:– Green terms search volume vs. non-green terms– Green terms ocurrence analysis– Seasonality– Qualitative analysis
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Results (example)
KeywordAvg. MonthlySearches
eco-leds 4.400
eco-light 4.400
eco-luces 4.400
bombillas de bajo consumo 2.400
lámparas de bajo consumo 50
eco led 20
eco-led 20
bombillas ecológicas 10
eco-iluminación 10
iluminación barata 10
iluminación de bajo consumo 10
iluminación verde 10
lámpara ahorro de energía 10
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Keyword Avg. Monthly Searches
energy saving light bulbs 5.400
energy saving bulbs 1.600
low voltage lighting 1.000
energy efficient light bulbs 720
low energy lighting 590
energy efficient lighting 320
energy saving light bulb 320
green lighting 320
energy saver bulbs 260
energy saving bulb 260
eco led 210
eco-led 210
eco-lighting 210
gu10 energy saving 210
energy saving lamps 170
green lights 170
eco light bulbs 140
energy saver light bulbs 140
energy saving lights 140
eco-light 110
energy efficient bulbs 110
eco-lights 90
eco friendly lighting 40
Spain UK
Results
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Eco-Lighting Lighting Energy savings Recycling
Spanish / Spain 15,750 78,930 7,010 37,430
English / United Kingdom 12,890 455,840 121,230 179,000
Swedish / Sweden 30 88,820 6,660 3,820
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Average searches comparison per country / queries groupings
Results
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• Green terms ocurrence analysis:
Is the volume of queries where green terms are used in combination with other terms, versus number of queries (topic related) where are no used at all.
• Examples:
– “Eco-led”
– “Eco luminaries”
– “Eco lights”
– “outdoor lighting”
– “under cabinet lighting”
Results
Words with more occurrences (English, UK, total) Tool: http://www.wordle.net/14
Results
15Words with more occurrences (English, UK, Lighting and Eco-Lighting)
Results
Words with more occurrences (Swedish, Sweden, total) 16
(Lighting) (outdoor)
Results
17Words with more occurrences (Swedish, Sweden, Lighting and Eco-Lighting)
Results
18Words with more occurrences (Spanish, Spain, total)
Results
19Words with more occurrences (Spanish, Spain, Lighting and Eco-Lighting)
Results
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eco lowsaving /
saver
energy saving /
savergreen efficient recycle recyclable recycling recycled
% Spain total queries 3.19% 1.60% 8.51% 7.45% 1.06% 1.06% 2.66% 0.53% 20.21% 2.13%
% UK total queries 3.40% 0.52% 11.52% 2.36% 0.79% 0.79% 6.81% 1.05% 12.30% 1.31%
% Sweden total queries 0.58% 0.00% 1.75% 3.80% 0.58% 0.88% 0.58% 0.29% 1.46% 0.00%
0.00%
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10.00%
15.00%
20.00%
25.00%
Qu
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Green terms vs. total queries
Results
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0
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Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Sear
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Seasonality of searches in UK
Eco-Lighting
Lighting
Energy savings
Recycling
Results
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Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Sear
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Seasonality of searches in Sweden
Eco-Lighting
Lighting
Energy savings
Recycling
Results
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0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Sear
che
s av
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ge
Seasonality of searches in Sweden
Eco-Lighting
Lighting
Energy savings
Recycling
Results
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0
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Eco-Lighting search seasonality comparison
Spanish / Spain
English / United Kingdom
Swedish / Sweden
Results
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Energy savings search seasonality comparison
Spanish / Spain
English / United Kingdom
Swedish / Sweden
How studying green terms awareness
EUREKA!
(European Commission, 2013)
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Conclusions
• When thinking of using content marketing as a part of marketing efforts, it is important to understand country´s user specific behavior.
• To be more energy efficient in order to save money in energy, is really determinant.
• The weight of “recycling” terms gives a hint of what kind of real green term can be used as reinforcement in promotional texts or content marketing campaigns, if the product is recyclable.
• Discussion:
– Why the low average searches on Sweden using green term?
– Green terms are no more key components within a value proposition?
– What about energy savings or recycling?
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THANK YOU!
COMMENTS?
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Jorge Serrano-Cobos
Central Headquarters:
C/Garcilaso 15-B
46003 Valencia
Tel.: 96 369 41 23
Fax: 96 369 34 39
Office Madrid:
Jesús del Valle, 28 bajo
28004, Madrid
Tel.: 636 26 71 78
Ofifice New York City:
675 3rd Avenue, Suite
400, New York,
N.Y. 10017 U.S.A.
