0
Scoring Inside and Outside The Box:
World Cup Insights in Search Marketing

Sam Zindel, Data Strategist
Sam Fenton-Elstone...
- 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: ...
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: Goo...
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
TECHNOLOG...
Right message, time and price
Tailor the strategy to your specific audience segment

MESSAGE, BID, DEST 1
MESSAGE, BID, DE...
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...
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
Au...
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Au...
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Au...
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Au...
United States
Japan
Brazil
Russia
Germany
Nigeria
France
England
Mexico
South Korea
Italy
Spain
Argentina
Colombia
Iran
Au...
Can England Win?

33
Internet Use Penetration:
1 – Netherlands
93%
2 – England
87%
3 – Switzerland
85%

Smartphone Penetration:
1 – Australia
6...
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 energ...
Thanks for listening
sam.zindel@icrossing.co.uk
sam.fentonelstone@icrossing.co.uk
@samzZin
@sjfe
39
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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

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

  1. 1. Scoring Inside and Outside The Box: World Cup Insights in Search Marketing Sam Zindel, Data Strategist Sam Fenton-Elstone, Head of Media 0
  2. 2. - Search insights from SA 2010 - Audience Insight - Marketing in The Moments - The Road to Rio Image: Chungkong Art 1
  3. 3. 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
  4. 4. Search Insights - Players 3
  5. 5. Search Insights - Merchandise SEARCH TRENDS - INFORMATION Flags - 1.5m (92%) 4 Image: Matt Cardy/Getty Images
  6. 6. Search Insights - Information Facts/ History 8% Odds/Betting 13% Fixtures/Schedule 51% Teams/Groups 28% Data Source: Google Trends/Adwords 5
  7. 7. 6
  8. 8. Which of these had the most searches? 7
  9. 9. Images: motownsports.com/travelseelove.com/dailymail.co.uk 8
  10. 10. Search Insights – News/Viral Data Source: Google Trends/Adwords 9
  11. 11. Search Insights – News/Viral Data Source: Google Trends/Adwords 10
  12. 12. Search Insights – News/Viral Data Source: Google Trends/Adwords 11
  13. 13. Which of these had the most searches? 1 V 1 Images: motownsports.com/dailymail.co.uk 12
  14. 14. Audience insight (placeholder) Audience Insight 13
  15. 15. 14
  16. 16. Search gives you unique, real time insight into your audience Keyword/ User Intent Message 15
  17. 17. Understanding real time customer ‘intent’ Keyword Targeting + Intent Signal = Audience Access INSIGHT DATA TECHNOLOGY 16 16
  18. 18. 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
  19. 19. The Pitch has changed Audience insight The Pitch Has Changed… 18
  20. 20. The Lines Redrawn. 19
  21. 21. But you can still interpret the intent and Your Website Your extended playing surface
  22. 22. 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
  23. 23. Marketing in the Moments 22
  24. 24. Key Moments 23
  25. 25. Key Moments Sun 27th June England lose to Germany Sun 11th July World Cup Final 24
  26. 26. The Road to Rio – Who’s on Board? 25
  27. 27. The Teams… 26
  28. 28. The Fans… …Which audience will win our attention? 27
  29. 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 Data Source: Google Trends/Adwords 28
  30. 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 Population Power-houses: 1 – United States 314m 2 – Brazil 200m 3 – Nigeria 170m Data Source: Wikipedia 29
  31. 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 Population Internet Users Internet Users: 1 – United States 2 – Japan 3 – Brazil 255m 101m 99m Data Source: Wikipedia 30
  32. 32. 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
  33. 33. 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
  34. 34. Can England Win? 33
  35. 35. 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
  36. 36. England’s Facebook Penetration? 35
  37. 37. ’66% 36
  38. 38. A Final Word – Why We All Love The World Cup 37
  39. 39. Introducing… The “caxirola maraca” Official instrument of the 2014 World Cup 45 decibels quieter 1/30,000th of sound energy Image: caxirolamaraca.com 38
  40. 40. Thanks for listening sam.zindel@icrossing.co.uk sam.fentonelstone@icrossing.co.uk @samzZin @sjfe 39
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