With the final match approaching, people across the globe have World Cup fever. It only makes sense that fans turn to Google to search the Web for related information — whether they’re looking for player statistics or team jerseys.
There have been nearly 2 billion searches related to the World Cup so far since the matches started, and Google makes sure users have easy access to information. A search for “2014 World Cup” or “World Cup [team name]” shows team lineups before the match, live scores and even current information about goals and player stats. Google is bringing searchers closer to all the action than it ever has before.
The Importance of SEM …
Even though only one World Cup match remains, marketers can still take away some valuable lessons. First: the importance of search engine marketing (SEM). Whether they’re looking for the score of the semi-final match in São Paulo or the phone number of a hardware store down the street, countless consumers make Google their first stop when trying to find information. SEM drives targeted traffic to brands’ sites 24/7 because the Internet never sleeps. It builds brand awareness and is more cost-effective than traditional media.
Using Google Trends gives marketers a glimpse into what the world wants to know at any given point in time. For example, the term “Pottermore” was one of the most searched terms when this article was published, since “Harry Potter” author J.K. Rowling recently posted a new short story to the Pottermore website. While we’re not advocating the creation of click-bait content based on popular search terms, Google Trends is a great way to get a sense of the global zeitgeist.
… And a Multichannel Approach
The “second screen” has been much touted, and with good reason. Many consumers search for information on their mobile devices while watching a program, especially a sporting event, on their televisions. However, increasing numbers of consumers are using tablets or smartphones as their primary screens. With ownership of these technologies on the rise, record mobile viewership is expected throughout the 64 World Cup matches. Consumers are still expected to flock to television screens in huge numbers. More than 900 million home TV viewers watched at least one minute of the 2010 World Cup final.
Marketers can capture their audiences on many different platforms, including desktop, tablet and smartphone. Display ads and videos entice consumers and are the perfect way to get brand messages in front of them.
Few events reach the scale of the World Cup, and only a handful of marketers would benefit from advertising during such events. However, brands of any size can adapt tactics used during the games and adapt it to their own stage — be it global, national, regional or local.