I had the good fortune to visit the Google offices in New York in May 2009.  During my conversations with the Google Search folks, I asked, “Do you see search patterns changing throughout the day?” Sue from Google replied, “We sure do.  Do want to know what causes spikes in search more than anything else?” “Sure” I replied.  “Oprah!” she exclaimed.

The argument that traditional media is in decline and digital is its replacement has, by every experienced marketer, been accepted as simply untrue.  TV and other offline channels create demand online.

Back home in Ireland, a local insurance firm called FBD are taking on the big brands.  Their multi-channel offline and online marketing is causing their brand name to trend along with generic search terms for insurance.

Their smart, creative Above The Line campaign taps into many local sensitivities and the call-to-action to go online is backed up with comprehensive digital activity and a website that immediately answers the customer’s core tasks.

Being top of brand search for a low interest category against global giants such as Aviva, Allianz and Tesco takes more than just appearing on TV though.  It takes creativity and an ability to find context with the audience.  It takes multiple marketing channels playing in symphony, supporting each other.It takes brand values being expressed consistently.

Most important of all, underpinning all of this activity takes a framework and strategy.