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World Cup 2010, learning from the past and tapping the opportunities

Once every four years, many of the marketers have to get involved in specific project related to world’s happenings. Yes, World Cup 2010 is coming in few months. No matter we’re an official sponsor or not, it’s worth to understand how consumers react to such event we can use as an input to our campaign ideas.

Taking a step back into Y2006, no surprises, we found out from Google Trends that the number of search queries during world cup (Germany) period for related keywords were sparking up significantly. How about the other relevant keywords? Were consumers also search for something contextually related? Yes, they were. Besides “world cup”, they were searching for “result prediction”. The difference is that we could expect people those search for “result prediction” to be more receptive to marketing activities (just because they’re searching for it) and specifically target to this group of people through search marketing techniques.

Another interesting bit of information is that consumers were searching for “world cup results” very actively during the world cup season. Moreover, they are also continuously searching for other “soccer results” more and more in the past 4 years following European soccer seasons. Is it crucial to spend all the budget and jump into the bloody competition during world cup season? Would it be better to save some money to deal with something which is also popular like English Premier League after then?

Lastly, if we believe that Google search queries can reflect consumers demand, the period “world cup fever” is not that long. It’s come and go within not more than 2-3 months period. If we have decided to do something, do it quick and assess how impactful would our campaign be in such a short period of time.

Google Trends is a great tool for marketers to understand the demand of Internet users, try it by yourself at http://www.google.com/trends

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