In this era, where consumer behaviors are constantly evolving, understanding keyword trends is essential for marketers and brands aiming to stay relevant and competitive. This blog, Brand Search Intelligence, provides deep insights into Adidas-related search patterns in Southeast Asia’s largest markets: Indonesia, the Philippines, Thailand, and Vietnam.

Digital Marketing Tools and Methodology

This research was built on a three approach combining robust SEO analytics, dynamic visualizations, and intelligent automation:

• Data Collection (Semrush): The primary tool for capturing indexed keyword data was Semrush, known for its rich keyword database. It provided comprehensive, detailed insights into country-specific keyword volumes, helping uncover trends, market demands, and search interest shifts.
  
• Visualization (Jupyter Notebook with Python): Data was transformed into clear, informative visualizations using Python’s pandas and plotly libraries within a Jupyter notebook environment. With efficient data interpretation, showcasing complex information in easily digestible formats like treemaps and word clouds.
  
• Automated Analysis (ChatGPT): To expedite data interpretation and audience segmentation, ChatGPT played a critical role. It significantly streamlined the categorization of audience types, keyword analysis, and recommendations, enhancing overall efficiency.

Market Analysis: Keyword Trends and Audience Insights

Indonesia

Most Common Keywords: “sepatu” (shoes), “samba,” “original,” “harga” (price), “spezial,” “indonesia,” “shoes,” “gazelle,” “running.”

Audience Persona: The Indonesian market primarily consists of practical consumers and price-sensitive upgraders. The keyword volume around “harga” (price) and model-specific terms indicates a consumer base seeking both affordability and product authenticity.

Demand & Insights: There’s a substantial interest in popular product lines like “Samba,” “Gazelle,” and performance-oriented terms like “running.” Marketers should emphasize promotional strategies focusing on affordability, product authenticity, and practical value.

Philippines

Most Common Keywords: “shoes,” “samba,” “price,” “women,” “white,” “boost,” “black,” “men,” “size.”

Audience Persona: Filipinos exhibit brand-conscious purchasing behavior, marked by interest in pricing and product variants. High-volume search terms such as “shoes,” “price,” and gender-specific keywords indicate both legacy consumers and aspirational upgraders.

Demand & Insights: Marketing strategies should emphasize gender-specific product lines, sizing options, and competitive pricing. Campaigns should target clearly segmented demographics, highlighting Adidas’ brand appeal, comfort, and product diversity.

Thailand

Most Common Keywords: “samba,” “shoes,” “thailand,” “boost,” “price,” “superstar,” “predator,” “ultra,” “yeezy.”

Audience Persona: Thailand’s consumer base appears driven by trends, premium products, and fashionable selections. The recurring use of premium model names like “Superstar,” “Yeezy,” and technical models such as “Predator” and “Ultra Boost” indicates sophisticated early adopters and premium upgraders.

Demand & Insights: To effectively capture the Thai market, campaigns should focus on premium positioning, highlighting product innovation, style, exclusivity, and performance. SEO and SEM strategies must highlight exclusivity, popular models, and innovative technologies.

Vietnam

Most Common Keywords: “shoes,” “men,” “shirt,” “sandals,” “store,” “authentic,” “samba,” “women,” “boost.”

Audience Persona: Vietnam’s audience emerges as meticulous shoppers, detail-oriented, and authenticity-driven. Searches related to “authentic,” “store,” and specific categories like “sandals” and “shirts” show their careful consideration of product authenticity and detailed comparative analysis.

Demand & Insights: Marketers should prioritize educational and authenticity-focused content, ensuring clear communication on product legitimacy, detailed product specifications, and benefits. Offering localized promotions and comprehensive informational content can significantly enhance market penetration.

Key Takeaways

Distinct patterns and strategies emerge across these markets, which Adidas Brand or Retail stores should leverage:

• Indonesia and Philippines: Focus should be on affordability, authenticity, and diverse product ranges. Campaigns highlighting value, price transparency, promotions, and consumer-focused messaging will resonate deeply.
  
• Thailand: Emphasis on premium positioning, exclusivity, and stylish innovations is critical. Online search campaigns can leverage higher CPCs strategically to capture this premium-focused market.
  
• Vietnam: Authenticity, educational content, and meticulous product information will strongly influence conversions. Prioritize highly informative SEO content and targeted educational SEM campaigns.

Ultimately, Adidas product campaigns must be strategically localized, reflecting each market’s distinct consumer preferences and demands. Smart keyword targeting, content alignment, and strategic bid management can drive higher engagement and conversions.

By consistently monitoring keyword trends and local market consumer shifts, brands and retailers like Lazada or Shopee can proactively adapt and strategically refine their approach, solidifying Adidas’ competitive positioning and market share within these dynamic Southeast Asian markets.