Marketing in the moment - Collette Easton - RIMC 2015 - linkdex

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At RIMC 2015 in Reykjavik, Iceland, Collette Easton (Linkdex) talked about Marketing in the Moment alongside Tejal Patel of Microsoft. Todays search landscape for Brands is Complicated! Users search using a variety of language. Microsoft Mobile have a comprehensive and sophisticated view of this market through the large scale data analysis that Linkdex provides. This aggregated analysis helps Microsoft Mobile understand the most visible pages, people and publishers; the value of each and how much influence each has over those consumer experiences. This session explored how. Collette showed the same initial research phase that could have been started in many different combinations – different browser, different search engine, mobile device or desktop. Each have provided me with entirely different results. Not only did the content of these results influence her opinion, but are most likely going to determine my next search. So she had just proven to herself, in one search term how complicated EACH consumer journey is going to be. The results are either health related, internet safety related or phone & parental control. What did she mean? Understanding what she meant is the secret to search engines and I will be watching with interest Google’s knowledge vault. Therefore trust continues to be an important factor of what populates the SERPS Lets contextualise NOT ALL SEARCHES HAVE COMMERCIAL INTENT, but they form a moment, a signpost along the way for that consumer journey. All part of the trust factor. Here we have grouped together & categorised search volumes and we have visualised that list of keywords. Sticking with my theme of kids & mobile phones and is a node graph that shows all related search phrases. NB: ALL search phrases have “kids”, “children” “Boys & Girls” and are tablet or phone related (smart phone, mobile phone) & have a minimum search volume (from 120 searches up to 1M+ per annum) Collette discovered that tablets for children is a bigger market that mobile phones – which probably isn’t news – but it hadn’t crossed her mind, she was looking for a communication device. Not all keywords are equal MSFT Mobile know that you can understand this ecosystem by understanding what searchers are EXPOSED To And to find out what searchers are TRULY exposed to, this analysis needs to be done at scale. We handpicked 25,000 keywords (this specifically UK) used by people searching for a new mobile phone.. This volume of keywords is important, as every single term represents users searching for MSFT products. By rank tracking these terms we can identify the sites which are most visible (as well as MSFT visibility) during each phase of the research process By researching and grouping consumer searches we can start to value the opportunity. Then with this aggregated view, we then tip these keywords into buckets that are commercially more interesting & relevant For example – are they

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