Luke from Sleeping Giant Media. Brand and customer have sometimes been forgotten in the digital age. To cap off the day and tie all the talks together Luke will be talking about how brand and customer feature when it comes to search marketing. How do you identify your customers, and how do you then go on to utilise the technology available in order to market to them effectively

1. #GiantTalks
@lukequilter
User research and brand within
search marketing

2. “Products are people;
Brands are friends”
- Tim Arnold

3. What happened to brands?

4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 4
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

6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Mobile
Desktop
“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

8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
The pub quiz
8
- 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

9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Pub quiz questions
9

10. 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%

12. 12
69%
Video will account for
of all online data traffic
by 2017

13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 13
25%
of mobile videos
are watched 5
mins or more
42%
of online shoppers
use video during
pre-purchase
research
40 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

15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 15
Awareness
Consideration
Purchase
Loyalty
See
Think
Do
Care

16. Are you in control of your brand?

17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
-People will be talking
about your brand already
-Lots of opportunity to
continue the conversation
and expand the reach
17
Twitter Observations

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Facebook
-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
18

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How is brand different?
19

20. How does this impact the way
we market to our customers?

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Social
SEO SEO SEO
Affiliates
Display Display Display
YouTube YouTube
SEM SEM
EmailEmail
See Think Do
SEM
YT
Social
Build a plan for each stage
Re-align marketing focus with consideration phase

22. “Products are people;
Brands are friends”
- Tim Arnold

23. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Content engagement
23
Audience
groups
Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
Influencers
Tracking
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

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Relationship change
24
CustomerBrand

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More than just friends?

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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.
26

27. DigitalbeforeMarketing

28. Thank you for your time.
Any Questions?