Post by account_disabled on Dec 19, 2023 1:42:00 GMT -5
In this article I talk about the market share of a brand or a company via its website, in relation to Internet users' searches. I cannot take into account the share of direct traffic to a site or what Internet users do once on the site they want to visit. I take the risk of telling each Marketing Director, General Director, or Business Unit Director that their digital market share is less than 10%, regardless of their sector or industry. But in fact, I don't think I run a big risk, to the extent that, when I analyze the digital presence of a prospect or one of its competitors (I have been doing this for more than 10 years in such different sectors such as industry, telecoms, fashion, optics, FMCG, culture, publishing, IT, automobiles, etc.
I achieve in the best case a digital market share of 5% maximum. I also do some Email Data sectoral studies for certain manufacturers, investment funds or consulting firms and I have only once achieved a digital market share of 7%. So with 10% I'm not taking a big risk. And again, I take into account the market share on themes where the brand or its products are already present. I do not take into account themes on which the brand, product or service are completely invisible. How do I calculate this market share? I make a ratio between website traffic on a keyword or theme and the average monthly demand volume for all the products or services concerned.
This is where I arrive at a ratio of 5% maximum. But, almost every time, there are products and services that the company offers and on which its offer is completely invisible today. So even if we arrived at a market share of 20% on the referenced offers, taking into account the entire offer, the overall market share would be less than 10%. For example, the btob site (for professionals) of a major mobile operator is not present in the results pages when looking for an iPhone 13. Without taking into account the demand for this product, the market share of the site is 0.8%. If we take into account the demand for this product (the product is on the site, the company sells it), the market share will be even lower.
I achieve in the best case a digital market share of 5% maximum. I also do some Email Data sectoral studies for certain manufacturers, investment funds or consulting firms and I have only once achieved a digital market share of 7%. So with 10% I'm not taking a big risk. And again, I take into account the market share on themes where the brand or its products are already present. I do not take into account themes on which the brand, product or service are completely invisible. How do I calculate this market share? I make a ratio between website traffic on a keyword or theme and the average monthly demand volume for all the products or services concerned.
This is where I arrive at a ratio of 5% maximum. But, almost every time, there are products and services that the company offers and on which its offer is completely invisible today. So even if we arrived at a market share of 20% on the referenced offers, taking into account the entire offer, the overall market share would be less than 10%. For example, the btob site (for professionals) of a major mobile operator is not present in the results pages when looking for an iPhone 13. Without taking into account the demand for this product, the market share of the site is 0.8%. If we take into account the demand for this product (the product is on the site, the company sells it), the market share will be even lower.