Digital Marketing Agency, WPP’s Mindshare and Google have collaborated
to create what is called "Search As Signal," which is a
location-based marketing tool designed to help brands track real-time behaviors
and emerging trends, allowing them to better target consumers.
The tool also identifies what people
are searching for on Google, as well as where they are located and which type
of device they are using.
Providing some insight into the
importance of this new tool, Norm Johnston, chief digital officer at Mindshare
said: "If you're Kleenex, it's the ability to
understand there's a flu outbreak expected somewhere locally.
If it's related to a variability in babies
about to be born, it enables us to shift media spend related to Huggies. If
there are nuances in particular features people are looking for in luxury cars,
we can adapt the creative messaging with that particular audience."
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