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Developing digital strategies for the future is a daunting task right now, especially since the cadence of your strategic review should be updated to match the speed of the shift in consumer sentiment. Being able to deploy effective new strategies and rapid optimizations are going be the differentiators in this volatile marketplace.
Consumer sentiment can shift for a multitude of reasons, such as the release of new vaccination and testing information or different regions within the country loosening their social distancing policies. Understanding where to focus your digital efforts becomes an even greater task because of these variances in sentiment. To assist with this there are two powerful tools that can assist with this: Google Trends and the Rising Retail Category tool.
The Google Trends tool can explore search terms by region and custom time frames. This tool offers the ability to compare multiple terms, which allows you to allocate your budget based on real-time consumer interest.
The Rising Retail Category tool highlights fast-growing product retail categories occurring within search queries. Within this tool, you can see trends of the overall product categories then can look at the most popular queries within each specific category. The ability to see what products consumers are currently searching by region can be an invaluable tool to leverage during this time.
Once you have a good…