News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Google highlights mobile search behavior among FIFA World Cup fans
Football fans all over the globe are reaching fever pitch as the FIFA World Cup draws ever nearer. This year, fans watching from the UK are a different breed to those who watched the 2010 games. This year, fans are a lot more mobile savvy, according to new research from Google.
During the last FIFA World Cup, in 2010, fans were not as mobile-savvy as those who are gearing up to watch the 2014 schedule of games. According to Google, just 18% of searches for match information and player biographies took place on a mobile device.
In comparison, during the UEFA Champions League semi-final match earlier this year, 63% of searches were via mobile. And, says Google, behavioral changes in search have been noted. More searches now occur during a match, mostly after a goal is scored quite different to during the 2010 World Cup when search volume fell during the game while fans stayed glued to the match.
Known as soccer in the U.S., and football to most other fans around the globe, the sport's World Cup truly is a global affair. And, according to Google search analysis, it is the largest and most connected global sporting event. The number of Google searches for the Super Bowl and Tour de France - even combined - pale into insignificance compared with those for the FIFA World Cup.
So, for marketers looking to target sports fans, the opportunity to engage really couldn't be any bigger.
Marketing across multiple screens is vital for the 2014 tournament. A study of World Cup fans in the U.S. by YuMe found that this year's event, which starts on 12 June and ends in July, will be a multi-screen event watched on television, desktop computer, tablets and mobile. In fact, YuMe says that such technology only serves to make the sporting event even more popular than it already is.
Image via Shutterstock
- Netflix dominates U.S. peak Internet traffic
- Omni-channel shopping putting pressure on stores to raise shopper engagement
- Big spending forecast for UK Black Friday
- Do you know why online shoppers abandon carts?
- Travel study reveals extent of travelers' frustration with poorly performing apps, websites
- Top 3 tips for effective native ad campaigns
- Top 3 email tips for the 2014 holidays
- Study: 3/4 will use phones for holiday shopping
Featured White Papers
- Definitive Guide to Marketing Metrics and Analytics
Download this 70-page, all-encompassing guide to learn the right metrics for understanding and interpreting marketing results, why measuring marketing programs...
- From Average to Elite: 7 Secrets of Today's Top Marketers
Marketing is more chaotic than ever. Pleasing multiple stakeholders, juggling random request inputs and collecting meaningful data from project teams...
- Marketing Attribution in the New World
We all know that consumers generally do not convert after seeing just one advertisement. How do we decide which campaign...