In April and September 2011 “firmus” was more popular online than “phoenix gas” in the Belfast area. This is an amazing achievement for a contender brand entering a new market against an established monopoly and a testimony to the quality of firmus’ above the line campaign. How do I verify this claim? The web data tells me so.

 

 

“Claddagh Rings” are more sought after online than “Celtic Rings” which is marginally more popular than “Irish Rings”. “Irish Gifts” however trumps all of these search terms but only around the Christmas season.

 

 

And where are these rings most popular? The USA, Massachusetts and Pennsylvania it would appear.

 

 

Why should this matter?  Because if your business is to sell gas or claddagh rings, understanding the language customers use, the competitive landscape and the market demand in specific geographies has a massive impact on how your online and offline marketing strategy is created and as such has a large impact on the outputs created for a campaign.

 

Most businesses spend needlessly on new website design that fails to change their commercial fortunes.  This is because the business approaches the subject of digital marketing as simply being a ‘design’ issue or a ‘technical’ task.  It’s principally a management/strategic issue. By analysing the immense amount of free data that’s available on the web, management can make informed, evidence based decisions that can substantially affect marketing outcomes.  Analysing and interpreting statistical facts which can be perceived as business inputs, allows for choices around what is needed to be output.

 

 

The above example illustrates that in Ireland, demand for cars, Volkswagon, Peugot and Fiat has declined since 2004, while Kia has increased in 2010 and 2011.  We can also see that demand for cars is seasonal and demand goes up in January.  This fact is reflected in car showrooms in Ireland.

 

Now look at what happens when Volvo is added.

 

 

So why was Volvo so popular in 2009, more specifically May 2009?

 

 

It turns out that the Volvo Ocean Race, a competitive worldwide yacht event held every three years reaches its climax in Galway, Ireland.

 

So the question that is begging to be asked is: Did Volvo’s sponsorship of the round the world yacht race result in extra demand for Volvo cars in Ireland?

 

 

Unfortunately – ‘computer says Nooooo’.   No doubt Volvo would claim the purpose for the sponsorship was for reasons much more complex than simply creating demand.  What those reasons would be – I’m not entirely sure.

 

At iON we help companies analyse their ‘inputs’ and ensure that the ‘outputs’ required to achieve the goals of the business are founded on evidence.  Having the confidence that your decisions are right gives much more time to get creative.

 

Follow @niallmckeown

* In the interests of transparency, iON are the digital strategy agency for firmus.