Product design by online demand analysis
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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
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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
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Methodology
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Methodology
Tool: Google Keyword Planner
Input: Seed keywords
Output: queries (search phrases) related to seed 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. Monthly Searches
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 1011
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
light bulbs energy saving 40
green lighting company 30
green lighting solutions 20
eco leds 10
eco luminaire 10
eco luminaires 10
eco-leds 10
eco-luminaire 10
eco-luminaires 10
Spain UK
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Results
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Eco-Lighting Lighting Energy savings Recycling
Spanish / Spain 15750 78930 7010 37430
English / United Kingdom 12890 455840 121230 179000
Swedish / Sweden 30 88820 6660 3820
25,000
75,000
125,000
175,000
225,000
275,000
325,000
375,000
425,000
475,000
Average searches comparison per country / queries groupings
aver
age
sear
ches
/ m
onth
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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”
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Results
Words with more occurrences (English, UK, total) Tool: http://www.wordle.net/14
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Results
15Words with more occurrences (English, UK, Lighting and Eco-Lighting)
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Results
Words with more occurrences (Swedish, Sweden, total) 16
(Lighting) (outdoor)
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Results
17Words with more occurrences (Swedish, Sweden, Lighting and Eco-Lighting)
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Results
18Words with more occurrences (Spanish, Spain, total)
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Results
19Words with more occurrences (Spanish, Spain, Lighting and Eco-Lighting)
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Results
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eco low saving / saver
energy sav-ing / saver
green efficient recycle recyclable recycling recycled
% Spain total queries
0.0319148936170213
0.0159574468085106
0.0851063829787235
0.074468085106383
0.0106382978723404
0.0106382978723404
0.0265957446808511
0.00531914893617021
0.202127659574468
0.0212765957446808
% UK to-tal queries
0.0340314136125655
0.00523560209424085
0.115183246073299
0.0235602094240838
0.00785340314136126
0.00785340314136126
0.0680628272251309
0.0104712041884817
0.12303664921466
0.0130890052356021
% Swe-den total queries
0.00584795321637427
0 0.0175438596491228
0.0380116959064327
0.00584795321637427
0.0087719298245614
0.00584795321637427
0.00292397660818714
0.0146198830409357
0
2.50%
7.50%
12.50%
17.50%
22.50%
Green terms vs. total queries
Que
ries
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Results
21Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Seasonality of searches in UK
Eco-LightingLightingEnergy savingsRecycling
Sear
ches
ave
rage
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Results
22Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Seasonality of searches in Sweden
Eco-LightingLightingEnergy savingsRecycling
Sear
ches
ave
rage
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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-130
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Seasonality of searches in Sweden
Eco-LightingLightingEnergy savingsRecycling
Sear
ches
ave
rage
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Results
24Se
p-12
Nov-12
Jan-13
Mar-
13
May
-13Ju
l-13
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
Eco-Lighting search seasonality comparison
Spanish / SpainEnglish / United KingdomSwedish / Sweden
Ave
rage
sea
rche
s
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Results
25
Sep-12
Nov-12
Jan-13
Mar-
13
May
-13Ju
l-13
0
2,000
4,000
6,000
8,000
10,000
12,000
Energy savings search seasonality comparison
Spanish / SpainEnglish / United KingdomSwedish / Sweden
Ave
rage
sea
rche
s
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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 [email protected]
Central Headquarters:C/Garcilaso 15-B 46003 ValenciaTel.: 96 369 41 23 Fax: 96 369 34 [email protected]
Office Madrid:Jesús del Valle, 28 bajo 28004, MadridTel.: 636 26 71 78
Ofifice New York City:675 3rd Avenue, Suite 400, New York, N.Y. 10017 U.S.A.