This 7 days it is my turn to provide a see on our essential stories and what they signify for you and the industry. From going outside of the hype to analyse the opportunity for ‘share of search’, to classes on maintaining approach alive, it’s been a occupied 7 days on marketingweek.com. Below is my acquire.
Seeking for the remedy
The notion of ‘share of search’ has been sending ripples of excitement across the marketing and advertising sector in latest months. A metric based on freely obtainable Google Developments look for info relationship back again to 2004, it is getting touted as an correct proxy for market place share and perhaps even a major indicator for future progress.
It has some large marketplace names powering it. Our columnist Mark Ritson is a supporter, suggesting that since it is further more down the advertising funnel it could be “more predictive than share of voice”. Les Binet, affectionally referred to by many as the godfather of effectiveness, thinks it is an indicator of model salience and has located a strong correlation amongst the metric and share of market place, particularly in classes these kinds of as automotive.
There are similarly some who problem its use. For illustration, it even now necessitates precisely defining a group, which is 1 of the challenges with share of voice.