Google Trends as a digital marketing tool: methodical aspects

Abstract

The aim of the article is to identify and analyze the menus and options of Google Trends for the digital marketers. Analyses results. The article is devoted to the problem of expanding the information base of marketers through the use of Google Trends, which allows to analyze the search queries of users of the Google search system and create appropriate graphic visualizations of the popularity of various search terms and topics. It was established that the researched tool expands the information base for the work of digital marketers, in particular through the use of such sections of the service as «Explore», «Compare», «Trending Searchers. Daily search trends», «Trending Searchers. Realtime Search Trends», «Year in Search», «Subscriptions». For example, data from the «Year in search» category, in particular the «purchase of the year» category, shows the most relevant user needs that were relevant in a certain year. The general and additional capabilities of Google Trends for digital marketers have been highlighted. The general capabilities of this service include: determining trends by specific search terms or topics, determining the specifics of the dynamics of the popularity of specific search terms or topics, searching and analyzing competitors, researching various digital search platforms, and operational monitoring general current trends in the country. The general capabilities will be useful for all digital marketers, regardless of the specifics of their activity. Additional features of Google Trends include: creation of relevant content, refinement of the semantic core of the site, optimization of the content plan, clustering of topics and the search for reasons for website traffic fluctuations. Additional opportunities will be useful for more highly specialized product promotion specialists (content marketers, brand marketers, SEO specialists, SMM marketers, story makers, etc.). The authors summarized that the research of the dynamics of interest of network users through Google Trends helps to plan marketing initiatives for the future, align the content of sites with current trends, and analyze the activities of competitors. Conclusions and directions for further research. The analysis of the features of the use of other digital marketing tools and the comparison between them in terms of the effectiveness of their use for the performance of specific tasks set before digital marketers are identified as promising for further research.