Product design by online
demand analysis:
Researching consumer behavior
through user queries to improve
Lighting Products ...
Green Marketing Definition
“The marketing of products that are presumed
to be environmentally safe”
(green-markets.org)

2
“Green” everywhere
• There are currently more than 400 environmental labels worldwide
(www.ecolabelindex.com).
• Global ma...
Why studying green terms awareness
• The European Commission has adopted in April 2013 the Single Market for
Green Product...
How studying green terms awareness
•

The classic way:

SURVEYS

(European Commission, 2013)

5
How studying green terms awareness
•

The classic way:

SURVEYS

A different method?

(European Commission, 2013)

6
Methodology
Google's market share:
Spain - 93%
UK

- 90.39%

Sweden - 80%
(Source: http://googlesystem.blogspot.com.es/)
h...
Methodology

8
Methodology
Tool: Google Keyword
Planner
Input: Seed keywords
Output: queries (search
phrases) related to
seed keywords
9
Results
•

Queries analyzed: 910 total queries, summing up 1.007.490 searches (monthly average)
– 381 in UK market, search...
Results (example)
UK

Spain
Keyword

Keyword

Avg. Monthly
Searches

Avg. Monthly Searches

energy saving light bulbs

eco...
Results
Average searches comparison per country / queries groupings
500,000

average searches / month

450,000
400,000
350...
Results
• Green terms ocurrence analysis:
Is the volume of queries where green terms are used in
combination with other te...
Results

Words with more occurrences (English, UK, total) Tool: http://www.wordle.net/
14
Results

Words with more occurrences (English, UK, Lighting and Eco-Lighting)

15
Results

(Lighting)

(outdoor)

Words with more occurrences (Swedish, Sweden, total)

16
Results

Words with more occurrences (Swedish, Sweden, Lighting and Eco-Lighting)
17
Results

Words with more occurrences (Spanish, Spain, total)

18
Results

Words with more occurrences (Spanish, Spain, Lighting and Eco-Lighting)
19
Results
Green terms vs. total queries
25.00%

20.00%

Queries

15.00%

10.00%

5.00%

0.00%
eco

low

saving /
saver

ener...
Results
Seasonality of searches in UK
4,500

4,000

3,500

Searches average

3,000

Eco-Lighting

2,500

Lighting
2,000

E...
Results
Seasonality of searches in Sweden
160,000

140,000

120,000

Searches average

100,000

Eco-Lighting
Lighting

80,...
Results
Seasonality of searches in Sweden
160,000

140,000

Searches average

120,000

100,000

Eco-Lighting
80,000

60,00...
Results
Eco-Lighting search seasonality comparison
1,800
1,600
Average searches

1,400
1,200
1,000
800

Spanish / Spain

6...
Results
Energy savings search seasonality comparison
12,000

Average searches

10,000
8,000

Spanish / Spain

6,000
4,000
...
How studying green terms awareness
EUREKA!

(European Commission, 2013)
26
Conclusions
• When thinking of using content marketing as a part of marketing efforts, it is
important to understand count...
THANK YOU!
COMMENTS?

28
Central Headquarters:
C/Garcilaso 15-B
46003 Valencia
Tel.: 96 369 41 23
Fax: 96 369 34 39
info@masmedios.com

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Online Demand Analysis through User Queries & Keywords Research

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Communication for ADM 2013-Global Conference on the impact of a comparative analysis of online consumer demand (through queries / keywords research) from users in the UK, Spain and Sweden around LED lighting products, used as the basis for product design and green marketing strategies design and development.

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Online Demand Analysis through User Queries & Keywords Research

  1. 1. 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 Jorge Serrano-Cobos ADM-Global Conference. Valencia, Spain, 2013 1
  2. 2. Green Marketing Definition “The marketing of products that are presumed to be environmentally safe” (green-markets.org) 2
  3. 3. “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) 3
  4. 4. 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) 4
  5. 5. How studying green terms awareness • The classic way: SURVEYS (European Commission, 2013) 5
  6. 6. How studying green terms awareness • The classic way: SURVEYS A different method? (European Commission, 2013) 6
  7. 7. Methodology Google's market share: Spain - 93% UK - 90.39% Sweden - 80% (Source: http://googlesystem.blogspot.com.es/) http://seo.ericanfly.com 7
  8. 8. Methodology 8
  9. 9. Methodology Tool: Google Keyword Planner Input: Seed keywords Output: queries (search phrases) related to seed keywords 9
  10. 10. 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 10
  11. 11. Results (example) UK Spain Keyword Keyword Avg. Monthly Searches Avg. Monthly Searches energy saving light bulbs 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 5.400 energy saving bulbs 1.600 low voltage lighting 1.000 590 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 10 720 low energy lighting lámpara ahorro de energía energy efficient light bulbs 110 energy efficient bulbs 110 eco-lights 90 11
  12. 12. Results Average searches comparison per country / queries groupings 500,000 average searches / month 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 Eco-Lighting Lighting Energy savings Recycling Spanish / Spain 15,750 78,930 7,010 37,430 English / United Kingdom 12,890 455,840 121,230 179,000 30 88,820 6,660 3,820 Swedish / Sweden 12
  13. 13. Results • 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” 13
  14. 14. Results Words with more occurrences (English, UK, total) Tool: http://www.wordle.net/ 14
  15. 15. Results Words with more occurrences (English, UK, Lighting and Eco-Lighting) 15
  16. 16. Results (Lighting) (outdoor) Words with more occurrences (Swedish, Sweden, total) 16
  17. 17. Results Words with more occurrences (Swedish, Sweden, Lighting and Eco-Lighting) 17
  18. 18. Results Words with more occurrences (Spanish, Spain, total) 18
  19. 19. Results Words with more occurrences (Spanish, Spain, Lighting and Eco-Lighting) 19
  20. 20. Results Green terms vs. total queries 25.00% 20.00% Queries 15.00% 10.00% 5.00% 0.00% eco low saving / saver energy saving / saver green efficient recycle recyclable recycling recycled % Spain total queries 3.19% 1.60% 8.51% 7.45% 1.06% 1.06% 2.66% 0.53% 20.21% 2.13% % UK total queries 3.40% 0.52% 11.52% 2.36% 0.79% 0.79% 6.81% 1.05% 12.30% 1.31% % Sweden total queries 0.58% 0.00% 1.75% 3.80% 0.58% 0.88% 0.58% 0.29% 1.46% 0.00% 20
  21. 21. Results Seasonality of searches in UK 4,500 4,000 3,500 Searches average 3,000 Eco-Lighting 2,500 Lighting 2,000 Energy savings Recycling 1,500 1,000 500 0 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 21
  22. 22. Results Seasonality of searches in Sweden 160,000 140,000 120,000 Searches average 100,000 Eco-Lighting Lighting 80,000 Energy savings 60,000 Recycling 40,000 20,000 0 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 22
  23. 23. Results Seasonality of searches in Sweden 160,000 140,000 Searches average 120,000 100,000 Eco-Lighting 80,000 60,000 40,000 Lighting Energy savings Recycling 20,000 0 23
  24. 24. Results Eco-Lighting search seasonality comparison 1,800 1,600 Average searches 1,400 1,200 1,000 800 Spanish / Spain 600 English / United Kingdom 400 Swedish / Sweden 200 0 24
  25. 25. Results Energy savings search seasonality comparison 12,000 Average searches 10,000 8,000 Spanish / Spain 6,000 4,000 2,000 English / United Kingdom Swedish / Sweden 0 25
  26. 26. How studying green terms awareness EUREKA! (European Commission, 2013) 26
  27. 27. 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? 27
  28. 28. THANK YOU! COMMENTS? 28
  29. 29. Central Headquarters: C/Garcilaso 15-B 46003 Valencia Tel.: 96 369 41 23 Fax: 96 369 34 39 info@masmedios.com Ofifice New York City: 675 3rd Avenue, Suite 400, New York, N.Y. 10017 U.S.A. Office Madrid: Jesús del Valle, 28 bajo 28004, Madrid Tel.: 636 26 71 78 Jorge Serrano-Cobos jorge@masmedios.com 29

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