Pinpointing the needs and motivations of your customers is an integral part of increasing your sales. But there’s a conundrum – how can companies get to know a customer (or a group of customers) that they don’t know nor have today?
This is where the value of third-party research data can be instrumental in identifying new audiences to acquire and grow your business. Compliant third-party sources allow companies to model potential sets of customers, identify their needs and interests through market research or online measurement data, and effectively support marketing plans to target these customers.
In this blog, we zoom into one method in particular; search term analysis. Search can be a great starting point for brands to understand a segment of consumers they’re aware of, and potential segments that can be targeted for new sales. Let’s look at an example in the travel industry for Jet2 and Airbnb.
Identifying customer interests through search
A core segment of airlines like Jet2, Thomas Cook and TUI are young families. Taking a closer look through search analysis, we can identify destinations that “Young Families” are more likely to search for than the general online population. By adding percentage change to this data (comparing these searches to a previous peak period), we can identify destinations that are trending right now.
Through this data, we can see that young families are increasingly searching for holidays in Croatia, the Canary Islands and Greece. Searches for “Split Croatia” in particular over-indexed by 106% and showed a 289% change compared to the previous peak period.
Connecting this data, Jet2 could then promote these destinations in their content and social media channels, or through other marketing channels like paid search or special promotions.
Using digital touchpoints to discover new audiences
Like with the Jet2 example, search analysis can help you explore the needs of an audience you’re aware of. But you can also use search tactics to identify new customer segments interested in your product or service. Let’s see how through an example for Airbnb.
Let’s say your brand has noticed an organic increase in a sales of a particular type of product or service, and want to capitalise on this trend. For Airbnb, they may have seen an organic rise in the number of bookings for nature-related stays. They can capitalise by firstly getting into the mindset of a “Nature Seeker”. This person could search for “nature escapes” and go through to reading articles on the National Geographic. From our data, we can see that over a 12 week period, our nature seekers included 1.1 million unique users.
We can see the drivers for Nature Seekers help form a clearer persona for this segment too. They are 323% more likely to be seeking relaxation or meditation, compared to the general online population, with those looking for relaxation also searching for “meditation classes”, “relaxing city break” and “best destinations for nature lovers”.
Now Airbnb has brought out the persona of the Nature Seekers, they can begin to return monetary value from these insights. To start, they can personalise their content and offers, pinpointing the desires (i.e nature scape) and motives (e.g meditation break) of the target segment. This could be in the form of curating a short Instagram video series on “best destinations for nature lovers” or promoting listings that offer “meditation classes” with their rentals.
To learn more about how your business can identify different consumer segments and personalisation tactics, download our Personalisation at Scale report here.