World Cup sponsors are failing to exploit internet search, new research has found.

A report by digital specialist Tamar claimed that Adidas, Coca-Cola, Emirates, Hyundai and Sony were not linking their activity to online search terms such as “soccer world cup” and “world cup 2010”, or leveraging exclusive Fifa technology online.

“These companies all have the potential to use liberally the trademarked Fifa World Cup terminology,” said Neil Jackson, search strategy director at Tamar. “There is a huge volume of traffic surrounding these terms with massive spikes coming up in the near future.”

Of the five brands, only Adidas and Emirates are starting to target popular online search terms, according to Tamar.

However, it claims the strategy has not worked because they are not appearing near the top of search engine listings on sites such as Google.

The visibility of Coca-Cola, Hyundai and Sony in natural (not paid for) search results is “currently non-existent”, the report said.

“These are all trusted brands with huge global investments in marketing, both online and offline, yet our findings indicate that they are failing to make the most of the unique online opportunities,” added Jackson.

“These spikes are wonderful opportunities for brand engagement but it seems that the FIFA partners have not realised the effectiveness of using search for their campaigns this year. These are all trusted brands with huge global investments in marketing, both online and offline, yet our findings indicate that they are failing to make the most of the unique online opportunities.” conclude the Tamar report.

Source: sports-city.org

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