Alan Mitchell wrote in Marketing Week last week about online peer-to-peer marketing. The central theme of his article is that it is early days for Marketeers in this space and that the web and p2p or c2c communication is throwing up some answers to questions that haven’t even been asked yet.
I supplied Alan with some of the data he used for the article. I used the Superbrands top 100 UK consumer brands as the starting point and plugged them into Brandwatch and grabbed the data for a week.
Once you strip out internet-specific influences such as the web is skewed towards the young and towards men (for various reasons), you can see that FMCGs don’t get much chat, and nor do brands or products that don’t change much – beer brands for example.
As Alan says, I guess this isn’t so much of a surprise and in all liklihood it’s probably no bad thing for them – as lots of chat might well spell a change in attitude towards what are after all very sucessful brands and products.
Marketing for these guys therefore is more about lodging a deep idea in people’s brains that these products are somehow better that their competition – they taste better, feel better, smell better or make you look better. And these are multi-year efforts that only the very biggest organisations can afford.
Brandwatch is not really designed to help these brands. The system needs a reasonable quantity of data to function well – we reckon this is about 30 or so posts a week. When volumes are less than that, good old Google alerts are probably the best way to go – they are free after all.
The one area that might be more interesting for low volume brands is reputation management. That’s to say if I’m the brand manager at Cobra beer, I want to know if there is a big change to the volume or sentiment of chat around my brand online – or my competitors. If it’s not good, I’ll want to know about it as soon as I possibly can. We’re going to be adding this to the Brandwatch Alerts in July.
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Why Do People Talk So Little About Some Big Brands
July 3rd, 2008. Posted by Giles PalmerAlan Mitchell wrote in Marketing Week last week about online peer-to-peer marketing. The central theme of his article is that it is early days for Marketeers in this space and that the web and p2p or c2c communication is throwing up some answers to questions that haven’t even been asked yet.
I supplied Alan with some of the data he used for the article. I used the Superbrands top 100 UK consumer brands as the starting point and plugged them into Brandwatch and grabbed the data for a week.
Once you strip out internet-specific influences such as the web is skewed towards the young and towards men (for various reasons), you can see that FMCGs don’t get much chat, and nor do brands or products that don’t change much – beer brands for example.
As Alan says, I guess this isn’t so much of a surprise and in all liklihood it’s probably no bad thing for them – as lots of chat might well spell a change in attitude towards what are after all very sucessful brands and products.
Marketing for these guys therefore is more about lodging a deep idea in people’s brains that these products are somehow better that their competition – they taste better, feel better, smell better or make you look better. And these are multi-year efforts that only the very biggest organisations can afford.
Brandwatch is not really designed to help these brands. The system needs a reasonable quantity of data to function well – we reckon this is about 30 or so posts a week. When volumes are less than that, good old Google alerts are probably the best way to go – they are free after all.
The one area that might be more interesting for low volume brands is reputation management. That’s to say if I’m the brand manager at Cobra beer, I want to know if there is a big change to the volume or sentiment of chat around my brand online – or my competitors. If it’s not good, I’ll want to know about it as soon as I possibly can. We’re going to be adding this to the Brandwatch Alerts in July.