9 October 2019 Denis Rasia

What, how and why: GlobalWebIndex and the behavior of people online

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How do I rank into search engines?
I need to improve my online positioning, what should I do?
How many visitors did my page have?
Did people who had looked for me find what they wanted?
What kind of people should I speak to?

 

These and many other questions are daily occurrence, since we deal with the various aspects related to the online presence and communication of our partners. We usually try to propose and act on different areas such as SEO, Online Advertising, Digital Analytics and Social Presence, so that our partners can reach and dialogue in the best way with the people interested in their products and services.

If I started to give you an overview of all the activities and skills we can offer to those who ask us for support, I probably wouldn’t tell you anything new. The distinctive element for us is not so much what, but we find much more strength and value in the how and why. Focal points of our approach are indeed paying attention to people and taking care of them, while they’re interacting whit a product or a service.

 

Information, advice, insights on services and products: What

Keyword! This is the core concept of every strategy of online site and its SEO. It aims to make it visible to all the people who are looking for products and services defined by searched or related keywords.

The keywords are therefore those words that disclose perspectives. We need to know, however, that companies and people use these keywords differently: people mainly need to obtain information (whether linked to a product or a service) or to find a solution to something; companies instead see them as suggestions of their product or service, or explanations of a certain topic.

Regardless of who does the research and what is the nature of this research, it is essential to start with two simple questions: who do we want to talk to? What would people interested in a certain topic want to find or read?

These questions allow you to start a SEO survey, to find the topics and words most searched by people on the web. The result shows their interests, questions and frequently asked questions about the topic. Through an in-depth research it is possible to listen to people’s needs; once these needs are understood and analyzed it is possible to propose a related strategy. We shouldn’t forget, however, that the factors that affect the search results are various. For example, the site information architecture is a crucial element we have to consider, because the definition of navigation systems allows a better performance in terms of organic positioning and user experience.

 

Our integrated approach to listening to people online: How

 

2_People express at any moment in time what they wish, live, fear. Listening is enough.

 

The phases of analysis and construction of our organic visibility projects always involve the individual. People are the protagonists of the verification activity about the search intent and the serp analysis. The search intent is the real reason why a user performs a search, meanwhile the serp analysis is the analysis of web pages generated by the search engine, as a response to people’s requests. In this way we can plan long-term intervention strategies that aim to maximize the presence of our partners among the natural results of search engines.

Listening is an essential element: it allows us to get a 360 view of the digital user, to know in depth needs and wants of the people on target. The analysis of the topic that people search on the engines, and therefore the knowledge of their behaviors, become a distinctive element and lead us to know the most sought terms about the topics and the type of services and products offered on the partner sites.

Our approach combines the most purely technical aspect with the most human and involving one. We work side by side with partners and we constantly monitor the behavior of people to identify together the best possible solution for each need. We carefully observe the changes and the performance of the initiatives to provide insights that can improve and anticipate possible changes in the results.

The knowledge and therefore the listening of people is the starting point for every activity that we are going to propose. The most complete choice to do so, is to proceed with a mixed qualitative and quantitative approach that involves several phases:

  1. an exploratory phase, consisting of knowledge of the people subject of analysis and following activities;
  2. a quantitative phase, aimed at validating and measuring the flow rate of the elements collected in the qualitative phase.

We therefore plan an analysis of the customer’s audience conducted by identifying and investigating the segment of potential customers. Segmentation is the breakdown of the market into groups of consumers, called segments, internally homogeneous and externally heterogeneous, by characteristics, needs, behaviors and attitudes.

Some examples are:

  • For an airline company (eg Alitalia) → frequent travelers;
  • For a football club (eg Juventus) → football fans;
  • For a sportswear chain (eg: Decathlon) → people who do amateur physical activity.

Once you get to this point, it is essential to ask yourself: why?

 

GlobalWebIndex and people’s online choices: Why

To enhance the value of each proposed strategy, the use of GlobalWebIndex is essential. It is a tool that allows us to achieve the perfect match: in addition to understanding what people are looking for, how and how they behave online, we can identify and provide companies with the reason for certain behaviors and choices.

GlobalWebIndex is a market research institute, born in 2009, specialized in “digital consumer behavior”. Through a proprietary platform, it allows its customers to access information, insights, data and statistics related to various topics on a global scale. Using surveys on a multi-country panel (46 countries and 22 million participants), it provides updated data every quarter regarding:

  • Socio-demographics;
  • Interests and lifestyles;
  • Device possession and use;
  • Media consumption;
  • Social media use;
  • App use;
  • Used brand;
  • Online shopping;
  • Consumer journey.

This point of view goes far beyond demography and it analyzes behaviors, attitudes, opinions from the double perspective behavior (“what I do“) and attitude (“because I do it“). Starting from these variables it is possible to define our own audience, even the most specific (e.g. “Women 25-34 years old, British, with purchases from mobile in the last 3 months”, “Men 35-44 years old, Italians, technology enthusiasts “, Etc.). By choosing from a wide range of sectors we can investigate and analyze data and latest trends, and above all we can discover why people perform certain actions. This analysis allows us to improve listening and knowledge of the audience and propose to our partners strategies and projects even more in line with their goals.

Instead of scrolling and interpreting very often disconnected data, through GlobalWebIndex we can have an overall picture that allows us to broaden the classic, if not restricted, definition of a consumer (which, as I mentioned before, it is important to remember that first of all is a person) and to place ourselves beside our customers in the realization of innovative and valuable projects in the various fields of application.

 

What is the added value of GlobalWebIndex? An example of application on Gen-Z

Behind the actions, the gestures of every single individual there is always a motivation, a need that has to be discovered to know the truest intentions and the most authentic aspirations. Investigating the reason behind things helps us to truly understand them and by entering into a relationship and “reconnecting” with them it is possible to design the best possible solution to their needs.

With all the information available, with GlobalWebIndex we can create an almost intimate portrait of people. For example, we can understand how Generation Z shifts their attention to social media and time.

 

And we can understand their reasons for using social media, for example 28% say “they don’t want to miss anything”.

 

Going into an even more intimate detail, we can discover that almost a third of Gen-Z uses systems to track or limit the time spent using mobile phone.

 

 

This simple example shows us how much more we can understand about people with a data-based approach.

In the perimeter of our activities, these motivations and these reason of certain choices and actions are the added value we get from using GlobalWebIndex. In this perspective, the potential of the tool for brands is manifold and gives the opportunity to start a relationship with people working on several fronts:

  • Comparing and understanding the evolution of online behavior, because it allows us to go deeper and obtain more detailed and in-depth information with respect to a specific area of ​​interest;
  • Planning budgets, because we can analyze the extent and impact online with respect to specific actions;
  • consolidating strategies and partnerships, because by understanding people, their needs and their desires it is possible to identify the role that companies can play in their lives.

It is thanks to the possibility of entering into the depths of attitudes, interests and motivations of online people that companies have the opportunity to trace the route that leads them to develop an effective strategy to reach and dialogue with them.

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TAG: digital marketing