scoring inside and outside the box: world cup insights in search marketing
Post on 07-May-2015
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Scoring Inside and Outside The Box: World Cup Insights in Search Marketing
Sam Zindel, Data Strategist
Sam Fenton-Elstone, Head of Media
1 1 Image: Chungkong Art
- Search insights from SA 2010
- Audience Insight
- Marketing in The Moments
- The Road to Rio
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Travel (3754)
Players Merchandise
Info
Generic Teams
Content
Tickets
Travel
Search Insights
Data Source: Google Trends/Adwords
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Search Insights - Players
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SEARCH TRENDS - INFORMATION
Flags - 1.5m (92%)
Search Insights - Merchandise
Image: Matt Cardy/Getty Images
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Fixtures/Schedule 51%
Teams/Groups 28%
Odds/Betting 13%
Facts/ History
8%
Search Insights - Information
Data Source: Google Trends/Adwords
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7
Which of these had the most
searches?
8 Images: motownsports.com/travelseelove.com/dailymail.co.uk
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Search Insights – News/Viral
Data Source: Google Trends/Adwords
10 Data Source: Google Trends/Adwords
Search Insights – News/Viral
11 Data Source: Google Trends/Adwords
Search Insights – News/Viral
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1 V 1
Which of these had the most
searches?
Images: motownsports.com/dailymail.co.uk
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Audience insight (placeholder)
Audience Insight
Images: fotolia.com
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Keyword/ User Intent
Message
Search gives you unique, real time insight into your audience
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Understanding real time customer ‘intent’
Keyword Targeting Audience Access
Intent
Signal +
INSIGHT DATA
TECHNOLOGY
=
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Tailor the strategy to your specific audience segment
Right message, time and price
Keyword Message Audience Segments
MESSAGE, BID, DEST 1 MESSAGE, BID, DEST 2 MESSAGE, BID, DEST 3 MESSAGE, BID, DEST 4
…
live england games
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Audience insight
The Pitch has changed
The Pitch Has Changed…
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The Lines Redrawn.
But you can still interpret the intent and
Your extended playing surface
Your Website
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
Up weight
Investment, Alter messaging & Drive
through to mobile
destination
Wales Fan
Remove
Advertising as they will never qualify
drive through Natural Search
Your extended playing surface
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Marketing in the Moments
Image: Getty
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Key Moments
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Key Moments
Sun 27th June England lose to Germany
Sun 11th July World Cup Final
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The Road to Rio – Who’s on Board?
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The Teams…
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The Fans…
…Which audience will win our attention?
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Data Source: Google Trends/Adwords
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
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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
Data Source: Wikipedia
Population Power-houses:
1 – United States 314m 2 – Brazil 200m
3 – Nigeria 170m
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
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Data Source: Wikipedia
Internet Users:
1 – United States 255m 2 – Japan 101m
3 – Brazil 99m
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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
Data Source: Wikipedia/Google AdWords*
* Based on sample keyword set of 600 terms
World Cup Search Demand:
1 – United States 2.6m 2 – France 1.9m
3 – England 1.7m
(average monthly searches)
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- 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
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
World Cup 2014 Search Interest
Data Source: Google AdWords*
* Based on sample keyword set of 600 terms
Avg Monthly Searches
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)
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Can England Win?
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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%
Data Source: Wikipedia/Google Insights/Google AdWords
Facebook Penetration:
1 – Ecuador 93% 2 – Chile 92%
3 – Uruguay 90%
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England’s Facebook Penetration?
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’ 66%
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A Final Word – Why We All Love The World Cup
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The “caxirola maraca” Official instrument of the 2014 World Cup 45 decibels quieter 1/30,000th of sound energy
Introducing…
Image: caxirolamaraca.com
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Thanks for listening sam.zindel@icrossing.co.uk sam.fentonelstone@icrossing.co.uk @samzZin @sjfe
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