Post by account_disabled on Dec 19, 2023 0:42:12 GMT -6
A company, even a heavyweight in its sector, will be able to capture part of the demand. Let's take an example to illustrate the calculation of digital market share In France, each month, on average, there are 1 million requests for iPhone 13. Just for the keyword iPhone 13 (even if there are 2 words, we are talking about 1 keyword). If a mobile operator site generates 1,200 visits per month on this keyword (real case), its market share is 0.12%. But, if there are 1 million monthly searches on the keyword iphone 13, many Internet users do broader searches which contain several terms: this is what I call the semantic field. For example : 200,000 monthly searches on iphone 13 pro max 27,000 searches on iphone 13 price 4,500 on apple iphone 13 Etc There are more than 3,000 different variations, for a total of 1.7 million requests. Even the very big ones have a low online market share? Out of curiosity, I looked at some of the data from the world's largest e-commerce player (from A to Z).
Obviously I was not able to analyze 100% of the traffic, but of the part that I was able to Email Data analyze, its market share is 27%. That is to say that for these keywords, more than 70% of online demand escapes it. I added a few calculation formulas, and we quickly find product families where its market share is less than 10%: Calculator, ps5, cr2032 battery, iphone 12… Moreover, a few years ago, we supported a bookseller who was fighting against this web behemoth and by doing so, we identified on which titles and categories of works AZ was poorly positioned so that our client could develop its traffic and acquisition. Why this situation (low online market share)? This phenomenon is partly linked to the very “brand” focus of many marketers. The brand is an essential marketing asset... for managers and marketing teams.
For Internet users (general public and professionals) this is less and less the case. 2 recent articles in addition: The brand, an obsolete and useless asset Digital strategy, is the brand still worth anything? It is quite clear that if the marketing budget is massively invested in promoting the brand, it then becomes more difficult to reach out to Internet users to capture demand. Digital business leverage at your fingertips Companies will often imagine complex and/or very expensive strategies to develop their business when it may be enough to act on the visibility of products and their positioning in search results. It takes longer but ultimately is often more economical than investing a fortune in ads. Most often we see that companies push their offers based on their perception of the market and the expectations/needs of Internet users but without really taking into account demand. The arguments put forward are not in line with the questions asked.
Obviously I was not able to analyze 100% of the traffic, but of the part that I was able to Email Data analyze, its market share is 27%. That is to say that for these keywords, more than 70% of online demand escapes it. I added a few calculation formulas, and we quickly find product families where its market share is less than 10%: Calculator, ps5, cr2032 battery, iphone 12… Moreover, a few years ago, we supported a bookseller who was fighting against this web behemoth and by doing so, we identified on which titles and categories of works AZ was poorly positioned so that our client could develop its traffic and acquisition. Why this situation (low online market share)? This phenomenon is partly linked to the very “brand” focus of many marketers. The brand is an essential marketing asset... for managers and marketing teams.
For Internet users (general public and professionals) this is less and less the case. 2 recent articles in addition: The brand, an obsolete and useless asset Digital strategy, is the brand still worth anything? It is quite clear that if the marketing budget is massively invested in promoting the brand, it then becomes more difficult to reach out to Internet users to capture demand. Digital business leverage at your fingertips Companies will often imagine complex and/or very expensive strategies to develop their business when it may be enough to act on the visibility of products and their positioning in search results. It takes longer but ultimately is often more economical than investing a fortune in ads. Most often we see that companies push their offers based on their perception of the market and the expectations/needs of Internet users but without really taking into account demand. The arguments put forward are not in line with the questions asked.