We just had a great preso from DGM's head of search Gary Nissim on the strategic role of search.
My favourite case study was about NRMA's Unworry campaign - they launched this without having any search around the term itself, Unworry. So after launch there's a big spike in search for unworry and DGM are there with a rival client to mop up all the searches and turn them into $$ for someone else. Love a bit of ambushing!
I just googled "unhard" to see if they had now sorted it and thank goodness they have. And to my surprise unhard wasn't being bid on by any Viagra type companies!
I also like the case study I've seen recently on the US Government using search to predict disease outbreaks - there is a predictive correlation beteen certain search terms like "flu" and then the spread of those diseases to become mini epidemics. So the Govt can predict where the flu is going to be and act accordingly.
All up, you can now use search for consumer insights, for awareness, for loyalty and retention, for predicting, for tactical campaigns, for competitive ambushing and for measuring the impact of other media, and more - on top of the traditional acquisition strategies.
Anyway I'd say the search session was the most I've learnt in an hour for quite a long time....
One last surprising fact - while Google has 90% market share in Australia, it has nowhere near that in the rest of Asia so it does not dominate in every market.
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