Go offline with the Player FM app!
Share of voice or share of search?
Manage episode 273813741 series 2419580
'Share of voice' is a term used to describe how a brand is being talked about against it’s competitors.
Share of voice is worked out very differently in Public Relations in comparision to other areas of marketing. This is mainly down to earned, owned and paid media all having different data and what we're allowed access to.
At the end September 2020, Mark Ritson wrote an article for Marketing Week, which pitched why 'share of search' could be a better alternative measure of how popular a brand is among consumers.
When I read the article, it struck me as a more sensible integrated way of looking at marketing success. However, I needed the help an expert to learn more!
In this episode I interview marketing attribution expert, Russell McAthy, founder of Ringside to help us learn more.
We explore:
- What 'share of search' is
- How it considers consumer view over the brand marketing teams!
- How all of the marketing activity affects it
- How PR teams can explore it
If you do PR for a brand that also has lots of owned and paid marketing activity, this episode is for you.
Special Guest: Russell McAthy.
53 episodes
Manage episode 273813741 series 2419580
'Share of voice' is a term used to describe how a brand is being talked about against it’s competitors.
Share of voice is worked out very differently in Public Relations in comparision to other areas of marketing. This is mainly down to earned, owned and paid media all having different data and what we're allowed access to.
At the end September 2020, Mark Ritson wrote an article for Marketing Week, which pitched why 'share of search' could be a better alternative measure of how popular a brand is among consumers.
When I read the article, it struck me as a more sensible integrated way of looking at marketing success. However, I needed the help an expert to learn more!
In this episode I interview marketing attribution expert, Russell McAthy, founder of Ringside to help us learn more.
We explore:
- What 'share of search' is
- How it considers consumer view over the brand marketing teams!
- How all of the marketing activity affects it
- How PR teams can explore it
If you do PR for a brand that also has lots of owned and paid marketing activity, this episode is for you.
Special Guest: Russell McAthy.
53 episodes
All episodes
×Welcome to Player FM!
Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.