How Long Does Digital Trending Topic Last?: Study Case in Indonesia


Authors : Dianta Hasri Natalius Barus

Volume/Issue : Volume 8 - 2023, Issue 9 - September

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/2xf32vvx

DOI : https://doi.org/10.5281/zenodo.8401572

Abstract : The internet has transformed the way people shop and think about what they buy. This, of course, motivates advertisers to be more forceful and innovative in the messages they generate, particularly in terms of how to use trends as an efficient input in deciding the overall topic and idea of the message that will be taken out. This article will examine how societal trends may be used as a successful input in building a brand's marketing plan. The study was conducted out by gathering data from five themes that became viral in Indonesia, utilizing Google Trends to collect data, and then analyzing then normalizing the data obtained. A topic that becomes viral on social media emerges swiftly, but it also fades quickly from user chats. A topic requires approximately three weeks to get to its climax. This presents a chance for marketers to take advantage of the ideal week to reach their communication targets, because the topic will begin to decline after that week and will not return to its peak. With limited time, a marketing initiative must be simple to the demographic being targeted to comprehend and deliver its own distinctiveness to capture the curiosity of their customers. Because no issue goes viral for an entire year, this stimulates creativity so that a new and timely marketing topic is generated on a quarterly basis to stay in the thoughts of consumers.

Keywords : Market Trend, Google Trend, Viral Marketing.

The internet has transformed the way people shop and think about what they buy. This, of course, motivates advertisers to be more forceful and innovative in the messages they generate, particularly in terms of how to use trends as an efficient input in deciding the overall topic and idea of the message that will be taken out. This article will examine how societal trends may be used as a successful input in building a brand's marketing plan. The study was conducted out by gathering data from five themes that became viral in Indonesia, utilizing Google Trends to collect data, and then analyzing then normalizing the data obtained. A topic that becomes viral on social media emerges swiftly, but it also fades quickly from user chats. A topic requires approximately three weeks to get to its climax. This presents a chance for marketers to take advantage of the ideal week to reach their communication targets, because the topic will begin to decline after that week and will not return to its peak. With limited time, a marketing initiative must be simple to the demographic being targeted to comprehend and deliver its own distinctiveness to capture the curiosity of their customers. Because no issue goes viral for an entire year, this stimulates creativity so that a new and timely marketing topic is generated on a quarterly basis to stay in the thoughts of consumers.

Keywords : Market Trend, Google Trend, Viral Marketing.

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