Semantic Data influence on content creativity and marketing
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Transcript of Semantic Data influence on content creativity and marketing
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Semantic Data influence on content creativity
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Google provides two priceless* tools :
-Google trends-Google Keywords planner (*They are free)
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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
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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
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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
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But it is not only a SEO matter Semantic analysis has a real impact
on Marketing
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It provides a real interesting picture of our clients expectations and behaviourIt provides a real interesting picture of our clients expectations and behaviour
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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
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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
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And a Benchmark of the « real » competitors
Thanks to Searchmetrics
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Drilling into the main topic
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Ultra marathon is the new trend
Ultra marathon means specialized equipment, shoes, clothes… a whole new business.
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In the UK, Marathon is still very high and ultra marathon very low
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… but interest for ultra marathon is rising in the UK, will it reach french popularity ?
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Semantic analysis provide surprising data about customer behaviour
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Running
DiscountIn shop
Annual communication plan for sports retailers doesn’t always fit with internet users expectations
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Cycling
Discount in shop
For cycling it fits
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Fitness
DiscountIn shop
Not for fitness
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Semantic analysis helps Instant Marketing strategy
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Newspapers follow the trends to promote new articles
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Catching visibility from one event to the next
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Giving more or less pression on topics in regards with their popularity
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Of course, some topics are more popular than others…
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They help to get the right word for the right product
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How do they call that ?
Veste de ski ?Blouson de ski ?Anorak ?Parka de ski ?
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Bouson and Anorak could be used as « long tail » keywords
Answer : « Veste de ski » is the best
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It is even possible to take regional habits into account
Veste de ski Blouson de ski Anorak de ski Parka de ski
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Semantic data measure the impact of branding and product education
It helps to measure the impact of OFFLINE campaign to ONLINE activities
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Semantic data provides geolocalized knowledge
But who is the first ? The trend or the ads ?
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Before 2007, nobody knew « Iphone »
Ads vs Trends1 0
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Launch nov 2009Google trends in July 2008
Geolocalized searches help retailers
Ads vs Trends0 1
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This is « alkaline water »
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The search for alkaline water is raising since the market is promoting this water
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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
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Semantic data may be a great help for marketers.
But it provides only a part of the view
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Semantic data provides only informations on internet users searches.
We don’t know what they think or what they feel !
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The complete solution must add
Social listening and Semantic data
What they think/feel What they want
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Thank you !
Raphaël FREMONTDirecteur Pôle Performance – Analytics
[email protected] : 06 71 16 17 66
https://www.linkedin.com/in/raphaelfremont