How share of voice wins market share pdf

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how share of voice wins market share pdf

Budgeting for the Upturn – Does Share of Voice Matter – Nielsen

Most companies are trimming ad budgets. Global advertising expenditure across television, newspapers, magazines and radio recorded a 7. In addition, with the explosion of consumer-generated media, these traditional advertiser-led media outlets are less trusted by consumers. Recommendations by personal acquaintances and consumer opinions posted online are now the most trusted forms of advertising globally, according to the latest Nielsen Global Online Consumer Survey. However, advertisers will be encouraged to learn that brand websites—the most trusted form of advertiser-led advertising—are trusted by as many people as online consumer opinions.
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Market research supports the following premise: "All things being equal, a brand whose share of voice SOV is greater than its share of market SOM is more likely to gain market share" Clarke, , Aug.

How share of voice wins market share, IPA Report July 09

Most consumer goods markets are static, so to gain share you have to outspend the competition by a huge amount. Remember Schlitz? Remember the days when brand loyalty grew year by year? But recently, many marketers have lost sight of the connection between advertising spending and market share. They practice the art of discounting: cutting ad budgets to fund price promotions or fatten quarterly earnings. They may win the volume battle today, but they lose the competitive war.

Introduction 4. Management summary 6. Findings from the Nielsen analysis Contacts Additional reading Appendix IPA data for services and durables sectors

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Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy. However, many marketers do not set competitive benchmarks before implementing digital strategies. Just as the coaches of winning sports teams scout the competition, brands must pay attention to the digital performance of their competitors to understand the strategies that they are running. This allows marketers and brands to build digital marketing strategies that outperform the competition and drive more revenue.

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