New google tool for marketing & advertising

A Computerworld report notes that “Google rolled out a new tool that it said can help marketing and advertising users better analyze Internet search patterns, while also adding new tools such as a “heat map” for graphically displaying search volumes and other data”. Termed Google Insights for search, the tool can help “compare search volume patterns across specific regions, categories, and time frames” and is an extension of the updated Google Trends tool that the company launched in June of this year.

The new tool allows users to type in search terms and then see search volume patterns over time as well as the top related and rising searches. As in any industry, this would allow marketing departments to see what attributes work best for them. As Google explains this enables marketers to “determine which messages resonate best”. For example, if a prospective hotel breaking into a crowded marketplace is unsure whether to highlight its location, key amenity or feature and enters all three into insight, it will be able to determine which attribute has the greatest interest for customers in that hotel market. Insights can also help determine seasonal requirements as well as knowing what consumer perceptions of competing products are. All in all a wealth of data to be mined, crunched and assimilated for a more efficient and rewarding marketing effort for hotels.

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Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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