Share of Search a leading market impact indicator
The luxury skin care brand Charlotte Tilbury has during 2021 had the impressive 153% year-on-year growth. Resulting in the conglomerate PUIG buying the brand. We where curious to both understand the future and understand what has driven the market impact so far:
Charlotte Tilbury growth clearly indicated by Share of Search
Charlotte Tilbury market impact mostly driven by communicating product attributes to build preference over time
The key for growth, celebrity endorsers?
Follow the tracker the skin luxury tracker:
https://dashboard.mytelescope.io/presentation/WgTumwrLRPhPoJ6JWCSe?size=large
Measure marketing to make sure you create market impact
The budget season is starting, make sure marketing is accountable both in the long and the short term.
ROI in marketing has never been easier to measure than today. The digital transformation requires us to track how consumers and customers view our brands, company and products. Your customers measure external success. Therefore, monitoring a good set of external market impact indicators is crucial.
Search volume: = Market impact
Companies are putting a lot of money into advertising campaigns and promotions to reach a broad audience and build a large customer base. To ensure there is a return on this investment. Search volume is an excellent indicator as it correlates with sales and market share*
Search and sentiment = Positive or negative market impact
Is the attitude towards the brand, company or products positive or negative? By understanding if the search is negative or positive, you get a great indication of how customers and consumers are viewing your brand
Share of Search =Market Impact versus competition
Understand if your go-to-market strategy and tactics are playing their part in driving market penetration. Share of search correlates with future market share.
Do you want to start measuring and monitoring market impact performance?
Start here and follow three simple steps
Set up your tracker
Look at the results in a dashboard
Set up a timed event for automates success summaries
Share the market impact results