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Product design by online demand analysis
 

Product design by online demand analysis

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Product design by online demand analysis: ...

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

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    Product design by online demand analysis Product design by online demand analysis Presentation Transcript

    • 1 Jorge Serrano-Cobos ADM-Global Conference. Valencia, Spain, 2013 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
    • 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 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
    • 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
    • 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% 7 (Source: http://googlesystem.blogspot.com.es/) http://seo.ericanfly.com
    • 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, 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
    • Results (example) Keyword Avg. Monthly Searches 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 lámpara ahorro de energía 10 11 Keyword Avg. Monthly Searches energy saving light bulbs 5.400 energy saving bulbs 1.600 low voltage lighting 1.000 energy efficient light bulbs 720 low energy lighting 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 110 energy efficient bulbs 110 eco-lights 90 Spain UK
    • Results 12 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 Swedish / Sweden 30 88,820 6,660 3,820 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 averagesearches/month Average searches comparison per country / queries groupings
    • Results 13 • 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”
    • Results Words with more occurrences (English, UK, total) Tool: http://www.wordle.net/14
    • Results 15Words with more occurrences (English, UK, Lighting and Eco-Lighting)
    • Results Words with more occurrences (Swedish, Sweden, total) 16 (Lighting) (outdoor)
    • Results 17Words with more occurrences (Swedish, Sweden, Lighting and Eco-Lighting)
    • Results 18Words with more occurrences (Spanish, Spain, total)
    • Results 19Words with more occurrences (Spanish, Spain, Lighting and Eco-Lighting)
    • Results 20 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% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Queries Green terms vs. total queries
    • Results 21 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Searchesaverage Seasonality of searches in UK Eco-Lighting Lighting Energy savings Recycling
    • Results 22 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Searchesaverage Seasonality of searches in Sweden Eco-Lighting Lighting Energy savings Recycling
    • Results 23 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Searchesaverage Seasonality of searches in Sweden Eco-Lighting Lighting Energy savings Recycling
    • Results 24 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Averagesearches Eco-Lighting search seasonality comparison Spanish / Spain English / United Kingdom Swedish / Sweden
    • Results 25 0 2,000 4,000 6,000 8,000 10,000 12,000 Averagesearches Energy savings search seasonality comparison Spanish / Spain English / United Kingdom Swedish / Sweden
    • 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 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
    • THANK YOU! COMMENTS? 28
    • 29 Jorge Serrano-Cobos jorge@masmedios.com Central Headquarters: C/Garcilaso 15-B 46003 Valencia Tel.: 96 369 41 23 Fax: 96 369 34 39 info@masmedios.com Office Madrid: Jesús del Valle, 28 bajo 28004, Madrid Tel.: 636 26 71 78 Ofifice New York City: 675 3rd Avenue, Suite 400, New York, N.Y. 10017 U.S.A.