Free Marketing Tools – Google’s Consumer Barometer
andrew morgan • March 24, 2018
Free Tools to Analyse Your Market
Expanding your market or identifying new trends in your industry can be a lucrative way of getting ahead of the competition. Google offers a number of free tools to analyse your market or industry. Here are the best of the free tools:
Google’s consumer barometer brings together a number of tools which measures how people use the internet. You will see a number of statistics on this page, and many of tthem have come from this source.
Google Consumer Barometer – Data Graph Builder
This tool simply has too much data to capture in one post. Want to know where and how people are first aware of products? Where and how people research products before buying? How people buy products, when ready to buy? This is just one set of data, amongst 1000’s of pieces of data available in the graph builder. The clue is in the name I suppose, but the tool then builds clear and colourful graphs around the data you have researched.
Data Graph Builder – How To Use the Information
There is any combination of data that can be applied to your business. I will use the example of a clothes shop. Here is some data you may find relevant:
- What motivated people’s product purchase? the top two motivations are a “discount or promotion” (24%) and a “gift for one’s self” (21%)
- When did people start researching their product purchase? The top answer is “moments before purchase” (34%)
- Where did people make their purchase? The most popular places to buy the clothes was “Online” (49%) and “in a store” (44%)
- Which devices do people use? Overwhelmingly, “mobile phone” (92%)
How can you use this in your marketing? If a clothing store was a client of ours we would make the following suggestions to make the most of where and how people buy footwear.
- Make sure that your products are online as well as in store – that will almost double your potential market. Build an e-Commerce website. Consider utilising Google Shopping, display advertising and Facebook remarketing.
- Ensure that your website is fully responsive and the products are easy to buy online using a mobile phone.
- Have a brand or clothing type on offer with a discount or promotion and ensure that this promotion is advertised heavily on the website generally, the specific product page and in store – including the shop window. The advertising message (online and instore) would show an image of the product with a message of something like “You know you'll look great in this – treat yourself. 20% sale now on”. Bring the top two buying motives together.
Consumer Barometer Graph Builder Here
Google Consumer Barometer – Trend Data
Although this tool gives more generic data around internet usage and is not industry-specific, it can help to identify trends. It allows you to search by country, sex and age to understand how your target market uses the internet.
For example, if your target market is under 25 the 2017 data shows that 97% of your target audience is connected to the internet, and use it on a daily basis (52%) and do this on their smartphone (97%). Only 51% use a tablet and that usage is declining from its peak in 2015 (51%) as is the use of a computer (91%) up 3% from last year, but still not at the dizzy heights of 2012 (92%).
Compare this to the statistics if your target market is over 55-years old where 2017 data shows that 66% of your target audience is connected to the internet, and use it on a daily basis (93%) and do this on their smartphone (52%). 43% use a tablet and that usage is increasing year-on-year by about 6%. Use of a computer remains static at 57%.
At Digital Marketing Advice Ltd we have access to one of Google's Channel Partners. In turn this allows you access to Google's HQ in London to discuss your marketing needs with our Google Business Managers. For a free marketing audit call 029 20 600455 or email us at advice@digitalmarketing.wales
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