Using SEM Data To Spot Trends
Every marketer wants to keep a finger on the pulse of their target market. I’ve long followed job openings to study how marketing organizations change over time.
But SEM data is a direct pipeline into the minds of your target audience. Watching how specific keywords grow or decline in importance around a particular topic is fertile ground for spotting changes in your business. For example, I’ve seen a significant shift in the interest in “loyalty” in relation to “CRM” in the retail world. So it appears that retailers have figured out that CRM is a technology, while loyalty is a strategy.
Something to keep and eye on and ask your analysts to look at every once in a while.
