Gaining insights into trends of interest before competitors, monitoring products and services, detecting changes in demand from the market, analyzing industry niche trends and writing “hot” content: these are some of the practical applications of artificial intelligence dedicated to enterprise marketing departments.
Having market insights directly from the market is an effective strategic support for CMOs of companies, large and small, from e-commerce to tourism, from banking to publishing sites, but also for content managers and decision makers across industries.
Knowing the market means being able to make thoughtful business choices as well as making strategic decisions at the product and content level.
That’s why, at Bytek, we created Trend AI: the product’s mission is to help marketers and content managers identify new emerging trends before competitors by listening to the market and gathering external data.
How Trend AI works and what it allows you to do
Trend AI requires human setup: the first stage of setup involves an analysis where our specialists map user searches related to a specific topic. Customers suggest the main areas of interest for their business such as brands, services and competitors.
With the topics and clusters identified, Trend AI will make continuous expansions on the topics, monitoring search trends.
There are three main features:
- Topic finder
A market analyst extracts all user searches related to a specific topic from the search engine in order to map and detect the main topics in the cluster for your business;
- Trend monitoring
Trend AI analyzes the selected topics with all related keywords in order to expand the results and detect any statistically significant changes. The artificial intelligence engine processes millions of keywords in order to expand the keyword set and detect new trends.
Thanks to the base cluster, therefore, the client will always be updated on all the most peculiar deviations in terms of search volumes;
- Trending results
A dedicated access with dynamic dashboards shows: all trends, the main change in search – up and down – and news related to each monitored topic.
Use case: trends in Wine
This use case refers to a study (still active) referring to the world of Italian wines in the last 12 months. All major labels and grape varieties were considered in the analysis: we refer in this use case to the cluster related to “Prosecco & Spumante,” on which interesting elements emerged for analysis on the performance of marketing activities of specific brands.
Peaks from external activities
Analyzing the trends of a famous sparkling wine brand, we investigated the reasons for peaks and the impact in terms of visibility. In fact, online searches are the litmus test of activities related to brand awareness, especially if we talk about social actions with ambassadors and influencers. Thanks to Trend AI, it is possible to measure the impact of specific actions both intentional, as in the case of this brand, and unplanned, such as a spontaneous and natural sponsorship of a product by a creator.
Seasonality and emerging demand analysis
So many products live by seasonality and so do searches linked to specific needs.
Thanks to Trend AI, it is possible not only to monitor seasonality but also all the related “background noise,” allowing us to truly understand what people are looking for and expect to find online at specific times of the year.
For a prosecco brand or a reseller, covering “unconventional” searches can be a winning answer: for example, it may be inferred from the analysis of historical data series that prosecco is a keyword typically related to the Christmas season-something known to all wine brands-but it might be overlooked that “prosecco for spritz” is a keyword with a high peak in the summer.
This kind of evidence can lead to making real business decisions, related not only to promotions but to store and point-of-sale replenishment itself.