Digital insights can be powerful
Using search to develop planning strategy
My experience is that search data provides an insightful source of consumer behavior for planners.
Keyword data results open up unexpected avenues of thinking because the results are based on actual consumer behavior rather than our assumptions. For example, surveying search patterns on Google tells us when in the holiday retail season consumers start researching items such as prefume. This give us insight into the right time to plan the scheduling of the advertising. When customers research products, they are more receptive to the communications.