Abstract

It was determined that the instability of the external environment causes the reduction of marketing budgets, which leads to the actualization of the use of free tools, in particular those offered by «Google LLC». The article is devoted to the peculiarities of the use by digital marketers of such a free service as Google Alerts, the main task of which is to monitor new content on the Internet in order to find matches with the monitored requests. With the help of the Google Trends service, it was established that over the last year in Ukraine, the most popular search query for the researched service was the query «Google Alerts» (in English), rather than options with full or partial Ukrainian transliteration. The grouping of the advantages of using the Google Alerts service has been carried out, in particular, 4 relevant groups have been singled out: general (free base, simple interface, speed of settings, etc.); those that can be configured for a specific notification (frequency of sending, sources, language, region, quantity, delivery method); those that can be configured for all notifications (time of receipt, digest); special (by using operators). Identified options that can be implemented by digital marketers through the use of Google Alerts (brand monitoring, market mention monitoring (segment, niche), competitor site monitoring, content monitoring, backlink tracking, search for guest posting opportunities, site security monitoring, and social media monitoring). The importance of correctly setting up notifications in the service under study is argued. The inappropriateness of comparing the free Google Alerts service and paid offers of companies specializing in comprehensive content monitoring is substantiated. Listing the capabilities of paid tools made it possible to talk about the limitations of the Google Alerts service: it is not as operational as paid services; it does not group the results obtained; it does not check offline sources; it does not compile the results into special reports; it does not provide the necessary informative base for making strategic decisions; it does not calculate specific metrics for brand performance in the digital space.

Full Text
Published version (Free)

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call