SEMrush, a service company based in Boston that specializes in online visibility and marketing analytics recently released its latest online trend report revealing the huge demand for gold from the GCC region.
We sat with Adam Zeidan, Corporate Communications Manager for SEMrush in the MENA region to find out more about the narrative.
A quick search on Google for ’24 karat gold’ lists some 27 million results. The 1,200 online inquiries in GCC mentioned in your report seems a very small number to consider.
Zeidan: The 27 million Google results mentioned are for the entire globe and not the UAE. This also represents all the web pages around the world related to gold and not actual online searches by individuals. Any comparison on a global scale will dominate internet data focused on a local market. It is estimated that there are over one billion websites in existence on the internet in total. As for Google searches it is reported that there are nearly four billion Google searches a day globally. So, while we might think global we must act on data that is local in order to breakdown the big picture that marketers are often faced with.
Our study focuses on three main GCC markets – UAE, Saudi Arabia, and Kuwait – and on actual searches for the term “gold”, and its variants, made by individuals based in the GCC, not globally. The numbers given are for local monthly average search volumes and can be considered as a trend indicator. Overall for the term “gold”, there are 30,000 searches a month in the GCC markets as mentioned. This can be broken down further by karat or color to identify what type of gold is driving the bulk of these searches. When looking at search trends the actual number may not be as important as the trend or pattern of search locally. Hence a sudden spike in search online for 24 karats yellow gold can be indicative of a change in market conditions, a promotion or demand triggered by other factors. The idea is to first know how much search volume for gold in the local GCC market exists online and why search is increasing or decreasing, and what type of gold the public are searching for and where.
Can you illustrate with an example of how a jeweler can take advantage of the facts that SEMrush provides?
Zeidan: A digital marketer in the jewelry sector can use SEMrush digital marketing tools to enhance his/her brand’s online visibility and develop effective content while at the same time also understand what competitors are doing online. Digital marketing tools allow a jeweler to dissect the daily, weekly, monthly or yearly search trend data geographically or by sub-features to identify where demand is greatest or identify seasonality in sales trends. Such insights allow a jeweler to know what and when and where to promote certain types of gold or precious stones. The same digital marketing data check could be done for diamonds, rubies, or emeralds to identify online patterns related to search demand which could be segmented by city or month or holiday season. Marketing in a destination like the UAE is also done in multiple languages, so search-demand could also be segmented by language to identify consumer preferences, which allows jewelers to avoid waste of marketing dollars and to be more effective with their customer targeting. Staying ahead of the marketing curve for jewelry or any product requires constant analysis and our online digital marketing toolkits offer that capability.
What are some of the latest trends and solutions in conversion?
Zeidan: The latest trend in digital marketing overall including conversion can be summarised in one word “mobile”. Businesses’ must focus more on digital marketing tools that also give them full “mobile” marketing solutions integrated with social media since mobile penetration and mobile internet access continue to be so high and growing. The who, what, why, where and how of purchasing is changing around the globe due to mobile devices.
AG: Artificial Intelligence (AI) is a hot trend these days. How is AI useful in predicting trends when it comes to online marketing?
Zeidan: In the digital marketing domain AI is better known as “machine learning” and plays an important role as it weaves into so much of the fabric of social media for example. Machine learning will amplify the abilities of human marketers and allow them to breakthrough complex data and see patterns that marketers can utilize such as customer purchase journeys that vary so much in the modern world.