Scoring Inside and Outside The Box: World Cup Insights in Search Marketing
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Scoring Inside and Outside The Box: World Cup Insights in Search Marketing

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How brands can use search data to maximise on the World Cup 2014

How brands can use search data to maximise on the World Cup 2014

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    Scoring Inside and Outside The Box: World Cup Insights in Search Marketing Scoring Inside and Outside The Box: World Cup Insights in Search Marketing Presentation Transcript

    • Scoring Inside and Outside The Box: World Cup Insights in Search Marketing Sam Zindel, Data Strategist Sam Fenton-Elstone, Head of Media 0
    • - Search insights from SA 2010 - Audience Insight - Marketing in The Moments - The Road to Rio Image: Chungkong Art 1
    • Search Insights T r a v e l ( 3 7 5 4 ) Tickets Travel Content Generic Teams Info Players Merchandise Data Source: Google Trends/Adwords 2
    • Search Insights - Players 3
    • Search Insights - Merchandise SEARCH TRENDS - INFORMATION Flags - 1.5m (92%) 4 Image: Matt Cardy/Getty Images
    • Search Insights - Information Facts/ History 8% Odds/Betting 13% Fixtures/Schedule 51% Teams/Groups 28% Data Source: Google Trends/Adwords 5
    • 6
    • Which of these had the most searches? 7
    • Images: motownsports.com/travelseelove.com/dailymail.co.uk 8
    • Search Insights – News/Viral Data Source: Google Trends/Adwords 9
    • Search Insights – News/Viral Data Source: Google Trends/Adwords 10
    • Search Insights – News/Viral Data Source: Google Trends/Adwords 11
    • Which of these had the most searches? 1 V 1 Images: motownsports.com/dailymail.co.uk 12
    • Audience insight (placeholder) Audience Insight 13
    • 14
    • Search gives you unique, real time insight into your audience Keyword/ User Intent Message 15
    • Understanding real time customer ‘intent’ Keyword Targeting + Intent Signal = Audience Access INSIGHT DATA TECHNOLOGY 16 16
    • Right message, time and price Tailor the strategy to your specific audience segment MESSAGE, BID, DEST 1 MESSAGE, BID, DEST 2 MESSAGE, BID, DEST 3 MESSAGE, BID, DEST 4 … live england games Audience Segments Keyword Message
    • The Pitch has changed Audience insight The Pitch Has Changed… 18
    • The Lines Redrawn. 19
    • But you can still interpret the intent and Your Website Your extended playing surface
    • A unified approach will deliver better ROI England Fan Up weight Investment, Alter messaging & Destination Football Widow Expand KWs, alter message, up-weight investment Pub Goer Wales Fan Up weight Investment, Alter messaging & Drive through to mobile destination Remove Advertising as they will never qualify drive through Natural Search Your extended playing surface
    • Marketing in the Moments 22
    • Key Moments 23
    • Key Moments Sun 27th June England lose to Germany Sun 11th July World Cup Final 24
    • The Road to Rio – Who’s on Board? 25
    • The Teams… 26
    • The Fans… …Which audience will win our attention? 27
    • United States Japan Brazil Russia Germany Nigeria France England Mexico South Korea Italy Spain Argentina Colombia Iran Australia Netherlands Chile Belgium Portugal Switzerland Greece Algeria Ecuador Ghana Croatia Bosnia-Herzegovina Costa Rica Uruguay Honduras Cameroon Ivory Coast Data Source: Google Trends/Adwords 28
    • United States Japan Brazil Russia Germany Nigeria France England Mexico South Korea Italy Spain Argentina Colombia Iran Australia Netherlands Chile Belgium Portugal Switzerland Greece Algeria Ecuador Ghana Croatia Bosnia-Herzegovina Costa Rica Uruguay Honduras Cameroon Ivory Coast Population Population Power-houses: 1 – United States 314m 2 – Brazil 200m 3 – Nigeria 170m Data Source: Wikipedia 29
    • United States Japan Brazil Russia Germany Nigeria France England Mexico South Korea Italy Spain Argentina Colombia Iran Australia Netherlands Chile Belgium Portugal Switzerland Greece Algeria Ecuador Ghana Croatia Bosnia-Herzegovina Costa Rica Uruguay Honduras Cameroon Ivory Coast Population Internet Users Internet Users: 1 – United States 2 – Japan 3 – Brazil 255m 101m 99m Data Source: Wikipedia 30
    • United States Japan Brazil Russia Germany Nigeria France England Mexico South Korea Italy Spain Argentina Colombia Iran Australia Netherlands Chile Belgium Portugal Switzerland Greece Algeria Ecuador Ghana Croatia Bosnia-Herzegovina Costa Rica Uruguay Honduras Cameroon Ivory Coast Population Internet Users World Cup 2014 Search Interest World Cup Search Demand: 1 – United States 2.6m 2 – France 1.9m 3 – England 1.7m (average monthly searches) Data Source: Wikipedia/Google AdWords* * Based on sample keyword set of 600 terms 31
    • United States Japan Brazil Russia Germany Nigeria France England Mexico South Korea Italy Spain Argentina Colombia Iran Australia Netherlands Chile Belgium Portugal Switzerland Greece Algeria Ecuador Ghana Croatia Bosnia-Herzegovina Costa Rica Uruguay Honduras Cameroon Ivory Coast 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 Avg Monthly Searches World Cup 2014 Search Interest Other Key Search Markets: 4 – Germany 0.9m 5 – Brazil 0.7m 6 – Italy 0.7m 7 – Spain 0.6m 8 - Mexico 0.6m (average monthly searches) Data Source: Google AdWords* * Based on sample keyword set of 600 terms 32
    • Can England Win? 33
    • Internet Use Penetration: 1 – Netherlands 93% 2 – England 87% 3 – Switzerland 85% Smartphone Penetration: 1 – Australia 65% 2 – England 62% 3 – United States 56% World Cup Search: 1 – Ivory Coast 4.4% 2 – England 3.7% 3 – France 3.4% Facebook Penetration: 1 – Ecuador 93% 2 – Chile 92% 3 – Uruguay 90% Data Source: Wikipedia/Google Insights/Google AdWords 34
    • England’s Facebook Penetration? 35
    • ’66% 36
    • A Final Word – Why We All Love The World Cup 37
    • Introducing… The “caxirola maraca” Official instrument of the 2014 World Cup 45 decibels quieter 1/30,000th of sound energy Image: caxirolamaraca.com 38
    • Thanks for listening sam.zindel@icrossing.co.uk sam.fentonelstone@icrossing.co.uk @samzZin @sjfe 39