Trends keep coming and going and they offer valuable insights into what marketers should be looking at. Analytical tools offer Search trend data that helps marketers to target right audiences at the right time. The best part about this strategy is that it supports offline efforts that help in optimizing the entire user journey. Some search terms are casually searched while some are very specific to different seasons and circumstances and they are pretty simple to predict too. The PI Datametrics exactly shows how a fashion brand can make use of the search data.
Seasonal evergreen search trends
The given below charts shows search trend data from the term “swimwear”. It has a very high organic value whole year through and it peaks at the same time each year.
PI Datametrics offers the given below strategy to make maximum benefits:
The planning stage – This stage is very important as it is in the month of January, it is good time for retailers to keep good stock of swimwear so that they can capitalize during off-season. This is the period where stocks can be maintained and utilized when needed. During this, it is good to conduct link-building activities and optimize a year-round landing page
Influencing behavior – In this stage, it is best to make use of consumer research especially during holiday periods when consumers are planning and researching during summer holidays. This data in turn, can be used to build a cookie-pool that can be used for effective re-targeting afterwards.
The Peak phase – The retailers should use the peak purchasing period between the months of June and July to re-target lost customers then wasting time on engagement.
The repeat phase – Marketers must ensure that evergreen content is optimized and clear the stocks for next year’s seasonal cycle.
Reactive Strategy for Peak Search trends
The below chart shows Google UK data in which the “off-shoulder look” expanded to 261% between December 2015 and May 2016.
In such situations, it is best to implement a reactive search strategy as given below:
Reactions – The trending search data gets good number of searches and they happen real quickly. The brand ASOS capitalized on “off-the-shoulder” trend by optimizing their landing page. This helps to utilize marketing channels other than organic search to capture interests.
Performances – The keyword popularity and optimizing the content in an organic way could prove to be more cost effective and helps improve the visibility.
Review – the final stages is the point where peak of the product sales has gone. Here the retailers must review and continue the campaign. They can adjust their stocks accordingly or alternatively link the page to more popular brand or a trending page.
Search Trend data reveal retailers about the current analysis of the business and helps them create a well-defined strategy. The stocks can be reviewed based on the market demands and helps to create multi-channel content. If the analyses are interpreted correctly, it helps to meet customer needs and increase the sales.