semantic data influence on content creativity and marketing

Semantic Data influence on content creativity

Google provides two priceless* tools :

-Google trends-Google Keywords planner (*They are free)

Google adwords : Keyword planner Google trends

Provides :

-Liste of keywords grouped by topics-Weight and width of each topic-Users level of Interests Provides :

-Keyword / Topic trends-Geolcalized view on trends-Keywords ideas

http://index.baidu.com/

Provides :

-Provides Keywords trends-Ideas of new keywords-Weight and width-Geolocalized view on trends-Related topic searched by users.-Demographic data (Gender, age).

Index.Baidu is free for some keywords

Keywords tools are deeply involved in SEO strategy

• To get a list of strategic keywords• To find long tail• To find trending keywords• To check the right keywords

But it is not only a SEO matter Semantic analysis has a real impact

on Marketing

It provides a real interesting picture of our clients expectations and behaviourIt provides a real interesting picture of our clients expectations and behaviour

It provides a real interesting picture of our clients expectations and behaviour

It provides a real market survey based on thousands of internet users searches

A survey to analyse a growing market like « Running »

A steady growth since 2013

1M searches / month

Top brand related to running1) New Balance : 730k s/m2) Asics : 100k s/m3) Salomon : 4k s/m4) Mizuno : 1K s/m

And a Benchmark of the « real » competitors

Thanks to Searchmetrics

Drilling into the main topic

Ultra marathon is the new trend

Ultra marathon means specialized equipment, shoes, clothes… a whole new business.

In the UK, Marathon is still very high and ultra marathon very low

… but interest for ultra marathon is rising in the UK, will it reach french popularity ?

Semantic analysis provide surprising data about customer behaviour

Running

DiscountIn shop

Annual communication plan for sports retailers doesn’t always fit with internet users expectations

Cycling

Discount in shop

For cycling it fits

Fitness

DiscountIn shop

Not for fitness

Semantic analysis helps Instant Marketing strategy

Newspapers follow the trends to promote new articles

Catching visibility from one event to the next

Giving more or less pression on topics in regards with their popularity

Of course, some topics are more popular than others…

They help to get the right word for the right product

How do they call that ?

Veste de ski ?Blouson de ski ?Anorak ?Parka de ski ?

Bouson and Anorak could be used as « long tail » keywords

Answer : « Veste de ski » is the best

It is even possible to take regional habits into account

Veste de ski Blouson de ski Anorak de ski Parka de ski

Semantic data measure the impact of branding and product education

It helps to measure the impact of OFFLINE campaign to ONLINE activities

Semantic data provides geolocalized knowledge

But who is the first ? The trend or the ads ?

Before 2007, nobody knew « Iphone »

Ads vs Trends1 0

Launch nov 2009Google trends in July 2008

Geolocalized searches help retailers

Ads vs Trends0 1

This is « alkaline water »

The search for alkaline water is raising since the market is promoting this water

Mineral water brand : 28%Alkaline Water : 22%Water purification : 18%Bottle of water : 6%

In Turckey : Alkaline Water is the second topic related to water

Alkaline Water

Semantic data may be a great help for marketers.

But it provides only a part of the view

Semantic data provides only informations on internet users searches.

We don’t know what they think or what they feel !

The complete solution must add

Social listening and Semantic data

What they think/feel What they want

Thank you !

Raphaël FREMONTDirecteur Pôle Performance – Analytics

raphael.fremont@publicis-modem.frTel : 06 71 16 17 66

https://www.linkedin.com/in/raphaelfremont