Those in the advertising industry need to concentrate more heavily on evolving trends in search terms at this time of year, one expert has claimed.

According to Helen Leggatt, writing for Biz Report, upcoming calendar dates such as Black Friday (November 27th) and Cyber Monday (November 30th) are important as recent studies have indicated that people plan to do more shopping at these times.

Ms Leggatt cited research from Accenture, which revealed that 67 per cent of consumers intend to have completed the majority of their Christmas shopping by December 7th.

And Google Insights for Search has shown an increase in certain search terms being used, with people hunting out bargains – suggesting that those involved in online marketing services may profit from using relevant keywords such as ads, sales and deals.

They could also benefit from utilising Google’s latest product, Social Search, which Will Cooper of New Media Age observed will place a greater emphasis on the content of promotional material.

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