We can also see predictable seasonal patterns in the data, with pronounced December spikes for “coffee” and “tea.” This suggests what you might expect: that the holidays and cold weather drive demand for these types of beverages and related products. You can use this data to inform distribution and advertising decisions. For example, a coffee brand will want to make sure it has enough ad budget to capture search demand at the end of the year. It might also grant holiday-specific promotional offers and advertise against keywords such as “gifts” and “holiday celebrations.”
It’s worth pointing out that most people do not buy these particular beverages online but are turning to search for a variety of non-e-commerce activities. They’re looking for everything from reviews to health benefits to recipes to how-to guides for brewing at home. Across the range of these consumer moments, brand marketers have the chance to control how they play in the category conversation well before someone browses the aisle at the supermarket.
Grounding associations within the category
Delve deeper and you can explore the way in which people are searching within a category—for instance, the words people use together. By exploring how terms are “co-searched,” we start to see how consumers naturally associate certain topics or categories. Looking at “coffee,” we can see whether people are searching this category for specific brands, beans, places to purchase and so on.
Comparing the co-searched terms of “coffee” vs. “tea” for 2013, we see that “tea” is associated more with things such as “recipes,” “diet” and “gourmet,” whereas “coffee” edges out its share of co-searching with things such as “decaf” and “flavors.” Perhaps most interesting, they both are highly co-searched with “calories,” indicating a broader consumer need for this type of information for the category. Explorations like these can help marketers monitor the strength of core associations and related topics for their categories or help them identify new associations that might inspire messaging, content or even new product ideas.
Attribute Interest Share for “Coffee” vs. “Tea”
United States, Non-Alcoholic Beverages Category, 2013