Unique international trends require a unique marketing approach
Trends and interests change from one market to another, so why do so many advertisers apply the same approach across markets? Columnist Brendan McGonigle shares Yandex's top search trends of 2017.
It’s that time of the year! That time of year when we all agonizingly optimize for holiday shopping behavior, do our best to navigate complicated family dynamics and read countless end-of-year lists.
SEL reporter Amy Gesenhues recently summarized the annual release of Google’s “Year in Search” for 2017, and there were some interesting takeaways. (Not the least of which was that the “Malika Haqq and Ronnie Magro” query didn’t make the Top 10 Searches Overall list — admittedly, I have no idea who those people are, but their names sure are fun to say!)
Lists of this nature are intended to be simple, fun, and (to be candid) easy press hits. But there’s actually an important and applicable lesson to be distilled here, too. These “Year in Search” lists are representative of the searching populace; the lists communicate the interests of the collective audience. There certainly was no shortage of compelling stories in 2017, but the subjects included in Gesenhues’s piece are what drove the most engagement in this country.