luke quilter sleeping giant media - user research and brand within search marketing
TRANSCRIPT
#GiantTalks
@lukequilter
User research and brand within search marketing
“Products are people; Brands are friends”
- Tim Arnold
What happened to brands?
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Access to information has changed our purchase process…
Consumer consults an average of
10.4 sources before purchasing 2X
the number consulted just
one year before
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94% Smartphone users
looked for local stores nearby
66% Visited a store
26% Made a
purchase in the store
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
MobileDesktop
“Location”“Hours” “Near Me”
Keywords
contained in
searches
Keywords
contained in
searches
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Intent + Immediacy + Context
I need something
Right now…
Near where I am
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The pub quiz
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- Google has ruined the Pub quiz
- We live in the now, we live in the moment…
- Our access to information has changed dramatically…
- We live online, there isn’t the divide anymore
All is not lost for brand…
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How do you connect with consumers when they aren’t necessarily searching for you?
79% of time online is spent
on outside search across websites, mobile,
YouTube and social
21% of time online is spent
searching
79%
21%
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69%Video will account for
of all online data traffic
by 2017
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25% of mobile videos are watched 5 mins or more 42%
of online shoppers use video during pre-purchase
research40 mins
the average mobile video
session
64% of online
shoppers use youtube to find
products
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No. 1 Video Platform in the World!
81% reach of global online
population using video streaming service
1 billion monthly users
Almost 1/3 of all people on the
internet
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Awareness
Consideration
Purchase
Loyalty
See
Think
Do
Care
Are you in control of your brand?
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-People will be talking about your brand already
-Lots of opportunity to continue the conversation and expand the reach
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Twitter Observations
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
-People are talking about your brand on facebook as well
- Again, it could be an opportunity to continue the conversation with them and increase the exposure
-#orajelrescue
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How does this impact the way we market to our customers?
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SocialSEO SEO SEO
AffiliatesDisplay Display Display
YouTube YouTube
SEM SEMEmailEmail
See Think Do
SEM
YT
Social
Build a plan for each stageRe-align marketing focus with consideration phase
“Products are people; Brands are friends”
- Tim Arnold
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Content engagement
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Audience groups Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
InfluencersTracking
and analytics
Create content that will connect and engage
Once created, share it with the people your audience listen too already
As ever, monitor what works and do more of it
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Relationship change
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CustomerBrand
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Our services
- Data is information in its Raw or Unorganised form.
- Data can be found anywhere and from pretty much anything.
-With online, data is the best way to understand what users are doing.
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Digital before Marketing
Thank you for your time. Any Questions?