Story telling through search iab search council ireland
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1) The document discusses how search can help tell stories and guide consumers on their journeys. It provides examples of how UPC used search queries to understand consumer interest and inform their marketing of a new Horizon TV product. 2) Search trends over time revealed shifting consumer questions from basic inquiries to functional questions and post-purchase support. UPC adjusted their ads accordingly. 3) The document also discusses how external factors like weather can determine the optimal story and creative approach. Search allows stories and marketing messages to be adapted based on consumer interests and needs.
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Story telling through search iab search council ireland
- 1. Telling Stories Though Search Search Council
- 2. IF YOU WANT TO FIGHT THE DRAGON TURN TO PAGE 20 IF YOU WANT TO TAKE THE LONG WAY AROUND THE MOUNTAIN TURN TO PAGE 35 Search Council
- 3. Above the Line Media Great For Setting The Scene Search Council
- 4. But, The Consumer No Longer Takes a Linear Path Search Council
- 5. And this has become completely mainstream Search Council
- 6. And Lots Of Other Factors Effect Behaviour Seasonality / competition Device / Available Time Time of day / Weather Price / Offers Friends & Fashion & Influences Search Council
- 7. We need a solution to manage the endless possibilities Search Council
- 8. Search joins the dots Search Council
- 9. Search and Story Telling Discovery –Search Broadcast Media Website interaction Search Remarketing Defensive Strategy In-Store Purchase Online Interaction Search Council
- 10. Choose Your Own Adventure Landing Pages Maps Phone Numbers Mobile Apps Site Listings Search Council
- 11. Search Can Help You Choose How To Tell Your Story TV/Radio Press Digital Brand Search Volume Real Time Feedback Planning Team Outdoor Search Council
- 12. Search can work with different initiators of stories Search Council
- 13. Horizon Launch Background Known for the fastest broadband in Ireland, UPC wished to focus on its "extraordinary" new TV product Campaign Objectives 1. Drive understanding 2. Communicate product superiority 3. Intrigue non-customers 4. Make it an easy purchase for non-customers Search Council
- 14. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and Sports Programming. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon product quality “How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
- 15. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and sports. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon product quality How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
- 16. Focus on BB, TV Channels and Contact UPC Search Council
- 17. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and sports. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon product quality How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
- 18. Can Now Announce Horizon Bundle Search Council
- 19. Development Of Search Queries 2 weeks pre launch Users ask about Programming, Broadband Speed and How to Contact UPC. Some “What is Horizon” searches begin 1 week pre launch Launch week 1 week post launch 2+ weeks post launch More focus on TV programming, Broadband Speed and sports. Users start to ask about product updates “UPC Horizon” overtakes general UPC keywords. Also questions about Horizon service develop Users ask functional questions about Horizon picture quality How to use Horizon” keywords emerge. Also post purchase support keywords develop Search Council
- 20. New Ads Focus on Functionality & Benefits Search Council
- 21. What we learned Search used to understand basic product message Search used to find all important user reviews Search used for practical switching help Finally, search used to learn how to use the product Search Council
- 22. A Different Story Depending On The Weather Search Council
- 23. When to present which Story? Sunny Weather Poor Weather BBQ Recipes Other Recipes Search Council
- 24. The weather determines our creative Search Council
- 25. Forecast our story Search Council
- 26. What we have learned Stories can be launched by external factors Search trends can present the “mood of the nation” We can plan to adapt search creative responsively Presenting the best story improves user experience Search Council
- 27. Final Take Aways Use search to facilitate the user’s adventure Think about the eco-system and environment surrounding the campaign Stories can begin in many ways, think about opportunities Finally, search can join the dots and turn your stories into business Search Council
- 28. And for Those Missing Breaking Bad Search Council
- 29. Search Council