Google Trends Analysis - Dell.com by: Corinne Blair - September 2013

1. Dell.com Google Trends Analysis
MGMT 461.42 - Online Analytics & Measurement
UCI Extension – Summer 2013
By: Corinne Blair 1 September 17, 2013
Dell.com – Google Trends Analysis
By Corinne Blair
The following Google Trends Analysis compares interest level and top searches for Dell.com 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 lost 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. I would 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 geotargeted in the markets HP is
strongest, i.e. Hawaii, California. California is not a top state for Dell. Also geotarget 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.
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.