What if you had lovely tool to track if your brands are having a buzz amongst customers on the web? Some of the questions that marketers might want to know:
- Is my brand being talked about?
- How is my brand doing vis-a-vis my nearest competitor? etc.
I believe it can be a key measure that might have a direct co-relation to top-of-mind recall, market share, brand preference etc. Blogs build conversations amongst customers and here is a tracking tool for the same.
I did this for some Indian brands and here are some interesting results. More in this Download buzz.ppt presentation. Here is the topline:
Indian Cars - Hyundai has got more buzz than Maruti Suzuki
Indian Consumer durables - Samsung seems to be creating more buzz than LG
Indian Banks - There is not too much of difference between ICICI and SBI!
Indian Mobile Phone Services - Orange and Airtel seem to be creating minimal buzz. But, Airtel is creating a better buzz and chat among customers than Reliance
Indian IT companies - Infosys has a better buzz than Wipro
Indian FMCG Companies - HLL has a better buzz than P&G
Now, go back and think how these brands are doing in the marketplace. Customer involvement, customer dialogue, customer conversations will increasingly become key to how your brands will do in the future.
Thanks Steve Rubel.