How much do Google searches tell us?

Observing the behavior of internet users opens up many food for thought. Thanks to Google's ""A year of research"" retrospective, it is It was possible to highlight valuable information about the past year, useful for defining the trends of 2017.

The research confirmed the positioning of Google as a point of reference in searches for the salient events of 2016. The past year was It has been characterized by difficult moments such as the war in Syria, the attacks in Brussels and Orlando. The same year however it has also had many moments of inspiration and sharing, such as the Olympics, the Pokemon Go phenomenon and the Powerball lottery.

Those who carry out searches on Google also do so to satisfy needs and curiosities: how much is it? Is the Empire State Building tall? Where is it? Bali? But also more complex questions practical such as the recipe for ice cream with snow, the location of a bar or your polling station, up to questions on how to stay fit with a 4-week abdominal cycle.

The moments that matter for consumers are the most different and web professionals will have to be able to respond to the needs identified through Google searches. In presenting the marketing trends that have characterized a year of research there is also an example of how different brands responded differently during the great recession of 2009. Some decided to face the moment by spreading joy, some ironic gags, some revenge and emotion.

This which is important is being able to convey messages relevant to the moment you are experiencing, only in this way; brands will be perceived as close to users.