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Scoring Inside and Outside The Box: World Cup Insights in Search Marketing
This document provides search marketing insights from the 2010 FIFA World Cup. It analyzes search trends for topics like travel, teams, players, merchandise and information. Fixtures and schedules were the most searched for information. Key moments like matches and results saw spikes in search volume. The document also compares countries by population, internet users, World Cup search interest and factors like Facebook penetration to determine promising marketing opportunities for the 2014 World Cup in Brazil.
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Scoring Inside and Outside The Box: World Cup Insights in Search Marketing
- 1. Scoring Inside andOutside The Box: World Cup Insights in Search Marketing Sam Zindel, Data Strategist Sam Fenton-Elstone, Head of Media 0
- 2. - Search insightsfrom SA 2010 - Audience Insight - Marketing in The Moments - The Road to Rio Image: Chungkong Art 1
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- 4. Search Insights -Players 3
- 5. Search Insights -Merchandise SEARCH TRENDS - INFORMATION Flags - 1.5m (92%) 4 Image: Matt Cardy/Getty Images
- 6. Search Insights -Information Facts/ History 8% Odds/Betting 13% Fixtures/Schedule 51% Teams/Groups 28% Data Source: Google Trends/Adwords 5
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- 8. Which of these had themost searches? 7
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- 10. Search Insights –News/Viral Data Source: Google Trends/Adwords 9
- 11. Search Insights –News/Viral Data Source: Google Trends/Adwords 10
- 12. Search Insights –News/Viral Data Source: Google Trends/Adwords 11
- 13. Which of these had themost searches? 1 V 1 Images: motownsports.com/dailymail.co.uk 12
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- 16. Search gives youunique, real time insight into your audience Keyword/ User Intent Message 15
- 17. Understanding real timecustomer ‘intent’ Keyword Targeting + Intent Signal = Audience Access INSIGHT DATA TECHNOLOGY 16 16
- 18. Right message, timeand 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. The Pitch haschanged Audience insight The Pitch Has Changed… 18
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- 21. But you canstill interpret the intent and Your Website Your extended playing surface
- 22. A unified approachwill 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. Marketing in theMoments 22
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- 25. Key Moments Sun 27thJune England lose to Germany Sun 11th July World Cup Final 24
- 26. The Road toRio – Who’s on Board? 25
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- 28. The Fans… …Which audience will winour attention? 27
- 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 CostaRica Uruguay Honduras Cameroon Ivory Coast Data Source: Google Trends/Adwords 28
- 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 CostaRica Uruguay Honduras Cameroon Ivory Coast Population Population Power-houses: 1 – United States 314m 2 – Brazil 200m 3 – Nigeria 170m Data Source: Wikipedia 29
- 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 CostaRica 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. 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 CostaRica 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. 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 CostaRica 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
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- 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
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- 38. A Final Word– Why We All Love The World Cup 37
- 39. Introducing… The “caxirola maraca” Officialinstrument of the 2014 World Cup 45 decibels quieter 1/30,000th of sound energy Image: caxirolamaraca.com 38
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