Video: Understanding the Digital Share of Voice in Marketing

In this video, I discuss one of the most basic metrics in marketing and public relations–share of voice (SOV). It’s a common metric used in most PR strategies

What is Share of Voice?

Measuring share of voice (SOV) helps you comprehend your brand’s visibility or coverage compared to competitors. Another aspect to consider is your brand’s relevance to a specific audience. The more mentions from an audience, the more relevant you become, resulting in a higher share of voice.

Digital share of voice in marketing operates similarly, as it evaluates your brand’s share of online interactions (e.g., social media mentions, website visits, or online reviews) compared to competitors.

There are various methods to calculate the digital share of voice, but a common approach involves dividing the number of interactions for your brand by the total number of interactions for all brands within the same data set. For instance, if Brand A has 100 social brand mentions and 1,000 mentions for all brands in its category, Brand A’s digital share of voice would be 10%.

While the digital share of voice primarily compares brands within the same industry, it can also track a single brand’s performance over time. By monitoring changes in your public relations metrics, you can gauge the effectiveness of your marketing efforts in driving online visibility.

Another perspective on advertising share of voice involves comparing your ad spend to competitors’. Although this may offer insights into your performance, it has several significant drawbacks.

In this situation, SOV measures ad spend, not overall brand awareness or reach. It disregards crucial factors like earned media or word-of-mouth marketing. Moreover, SOV can be misleading when used as the only metric. For example, a company with a high SOV may be investing more in ads but not experiencing a proportional increase in sales. Lastly, due to varying market conditions, SOV can be challenging to compare across industries and regions. For these reasons, SOV should serve as one piece of data in a larger marketing analysis rather than the sole determinant of success.

Why is Share of Voice Important?

Understanding the importance of share of voice (SOV) in the marketing landscape is crucial for your brand’s success. As an indicator of market presence, SOV reveals your brand’s prominence within a specific channel or medium. By analyzing the digital share of voice, you can gain valuable insights into potential market share, website traffic, and overall brand relevance, allowing you to assess your competitive standing and make necessary adjustments to improve your positioning.

Furthermore, analyzing SOV can help you determine the ideal frequency for posting on your social marketing channels. By examining your competitors’ SOV, you can identify patterns and trends contributing to their success, enabling strategic adjustments to your posting schedules. This fine-tuning allows you to maximize your visibility, fostering stronger customer engagement and increasing the likelihood of attracting new followers.

In addition to these benefits, SOV serves as a useful benchmark for measuring the effectiveness of your marketing campaigns. Tracking changes in SOV over time provides valuable feedback on how well your advertising and communication efforts resonate with your target audience. By monitoring SOV, you can optimize your marketing strategies to ensure that you are investing resources wisely and making a lasting impact on your target market. Consequently, SOV is an essential tool for you as you aim to refine your marketing approach and elevate your competitive standing.

Share of Voice vs Share of Market

Two essential metrics offer valuable insights into a brand’s performance: share of voice (SOV) and share of market (SOM). While both measurements gauge brand visibility, understanding their distinctions is critical to making informed marketing decisions.

Share of voice, an advertising-centric concept, quantifies a brand’s visibility and influence within a specific channel or medium. Essentially, SOV represents the percentage of a brand’s advertising spend or impressions relative to the total advertising activity in a given market segment. By examining SOV, you can identify the effectiveness of your marketing campaigns and your brand’s prominence compared to competitors.

Conversely, share of market focuses on your brand’s actual market share, measuring the percentage of total sales or revenue in a specific industry or product category. This metric offers a more tangible indication of your brand’s commercial success, reflecting the extent to which consumers prefer your products or services over those of competitors.

Although both SOV and SOM provide vital information, the key difference lies in the scope of their respective assessments. Share of voice gauges the pote

Here’s a more detailed explanation of measuring share of voice.

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Michael Brito

Michael Brito is a Digital OG. He’s been building brands online since Al Gore invented the Internet. You can connect with him on LinkedIn or Twitter.