Dell.com - Google Trends Analysis

1. DELL.COM GOOGLE TRENDS ANALYSIS
By Corinne Blair
MGMT 461.42 - Online Analytics and Measurement
UCIrvine Extension – September 2013
Using Google Trends, I compared Dell.com interest level and top searches against Apple.com, HP.com,
Lenovo.com, and Vizio.com.
I narrowed the analysis down to the computer and electronic category in the United States. Dell.com experienced
a dramatic decrease in interest from December 2009 to June 2010, and has leveled off, but continues to decline at
a slower pace.
In April 2010, Apple.com introduced the iPad to the market, which took a lot of share from Dell.com. Dell.com
released their own tablet in June 2010, but this did not help to reverse the loss of interest in Dell.
Aside from Apple, HP.com is the closest competitor to Dell.com. HP interest level has been consistent over time,
but has trended lower than Dell. HP experienced a significant spike in August 2011 that was well above Dell. In
July 2011, HP launched the HP Touch Tablet, which may have contributed to the spike. Other than this spike, HP
and Dell have a similar interest trend and average number of searches.
There are two insights I found interesting:
First is geography/location difference between the two brands. Hawaii is the only top state the two brands
share. For HP, Hawaii is first. For Dell, Hawaii is fourth. Also, California is seventh top state for HP, but is not in the
top seven states for Dell.
Second, I noticed that Support is a rising search keyword for both brands, with HP showing a higher trend.
Specific search of laptop support shows a HP Laptop Support and HP Support rising +650 and +400, versus Dell
Laptop Support and Dell Support rise of +190 and +150 respectively. This gives the impression that HP users
experience may experience more problems with their devices/systems, compared to Dell. This presents a good
opportunity for Dell to steal share from HP in their top markets by developing a campaign idea around key brand
strengths in the area of support, quality, and performance targeted at the HP consumer.
Recommendation
I recommend Dell serve-up video content or video and image-driven banner ads and sponsored PPC advertising
around HP Support keywords. Dell’s “Power to Do More” video banner, and PPC ad campaigns would be geo-
targeted in the markets HP is strongest, i.e. Hawaii, California. California is not a top state for Dell. Also geo-target
PPC AdSense ads on affinity video and website sites to drive brand awareness. Promote video content in top
searches for more compelling engagement.
Also, I compared keywords Laptops, Computers, Notebooks, iPad and Tablet side by side to get a sense of the
interest level. No surprise that the iPad has skyrocketed interest level that put all other devices in the dust. Apple
is strong in New York and California. Dell and Apple are both strong in New Jersey, New York and Hawaii.
Recommendation
I recommend Dell partner with Microsoft Windows to run multi-channel campaigns in Apple’s strongest markets –
California and New York. The partnership would help offset the cost of implementing a multi-channel marketing
campaign in these large, saturated states. Campaign could tout price and performance. Multi-channel would
include social media, mobile, PPC, banner ads, and offline advertising and perhaps some event/experiential
marketing.