Research conducted by James Hankins for IPA’s share in the Research Think Tank also shows that the metric is dynamic, so when search share changes, market share changes as well.
Search share accounts for 83% of a brand’s market share, according to a study conducted by James Hankins of Vizer Consulting for IPA’s new think tank on Search Share.
The study, which was conducted across various industries, countries and languages, shows that the ratio of search share to market share, however, varies by category and market.
The findings build on work done last year by Les Binet, Group Efficiency Leader Adam & EveDDB, and Hankins, who presented the new metric as an accurate proxy for market share, with the potential to predict future growth.
Search Share is based on Google Trends search data and is defined as the number of searches received by a brand divided by the searches of all brands within a competitor defined over a rolling period of six to 12 months.
The latest research, which will be presented today by Hankins at the IPA’s EffWorks Global conference, also shows that the metric is dynamic, so when search share changes, so does market share.
We hope to help the industry promote best practices and identify potential avenues for further research, this is just the start.
Additionally, when a brand spends more than its market share and increases its share of voice, its search share increases, although more analysis is needed to understand category and brand dynamics.
Meanwhile, it was found that mass media such as TV have a greater impact on search share compared to more targeted channels. When communication is interrupted, however, the frequency of purchase decreases, but strong brands are better placed to bounce back, but not at previous levels.
Hankins says, âThese findings come from a relatively new research group. By bringing together a wide range of industry practitioners and aggregating applications and ideas, we hope to help the industry promote best practices and identify potential avenues for further research, this is just the beginning. “
The results are based on 30 case studies representing 12 categories in seven countries, and refer to correlations, not causal relationships. The IPA hopes that the results will provide answers to small brands wishing to deploy a share of research and to companies that sell more than one product or service.
Janet Hull, IPA Marketing Strategy Director and IPA EffWorks Executive Director, adds: âIPA’s new share in the research think tank has provided strong evidence and case studies of both. sides of the Atlantic to amplify industry knowledge and interest in this dynamic metric. .
âThe Research Share continues to fuel a vigorous and enthusiastic debate among academics, policy makers and analysts. The use cases suggest considerable interest in the predictive and competitive potential of investment decision making. We look forward to fueling the debate.
Ritson described research share as a “simple and elegant alternative” to voice share last year when the study was first published.
âA host of marketers have been talking about the fascinating concept of ‘research share’ for some time. And, as you think more about this concept, the idea becomes all the more appealing, âhe said.