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In a new, multi-channel world where we are bombarded with media and advertising from every angle, it is increasingly important to understand how people are actually discovering our brands, products …

In a new, multi-channel world where we are bombarded with media and advertising from every angle, it is increasingly important to understand how people are actually discovering our brands, products and services.  In order to build a holistic picture how specific types of people find and discover brands, we created the Brand Discovery Index (BDI). 

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  • 1. THE BRAND DISCOVERY INDEXMEASURING THE CONNECTED CONSUMER PURCHASE JOURNEY FEBRUARY 2013 This is a preview The full report is available on our Report Store
  • 2. BRAND DISCOVERY INDEX EXPLAINED Why Did We Create it ? What is BDI ? Practical Implications In a new, multi-channel world The BDI consists of two major The ultimate objective of the where we are bombarded with components that only the GWI BDI is to help our clients better media and advertising from dataset can fulfil: offline and understand their purchase every angle, it is increasingly online. These components are funnel dynamics and allocate important to understand how then broken down further into their resources appropriately. people are actually discovering their constituent parts. For The reality is that we now live our brands, products and example, within the online BDI, in a world where people services. In order to build a we are able to identify the interact with so much online holistic picture how specific specific importance of social and offline media, that it is types of people find and media, search, owned critical not to distinguish any discover brands, we created websites, content, etc. that longer between offline and the Brand Discovery Index exist within the purchase online. The BDI is a lens that (BDI). journey for any consumer puts this new reality in segment across the globe. perspective.Source: GlobalWebIndex Q1 2013
  • 3. B U I L D I N G T H E B R AN D D I S C O V E RY I N D E X
  • 4. ONLINE BDI SUB-COMPONENT COMPOSITION Questions: Which of the following online sources are you primarily using when you are ACTIVELY looking to find out more information? Brand Owned Commercial Expertise Social Mobile Content Search Search Engine Emails/Newslette Consumer review Question & Instant Video/content e.g. Google, Mapping services rs from brands sites Answer sites messenger sites Bing, Yahoo Forum / Message Product/ boards on Specialist topic Online Mobile brand sites products/ sites pin boards app/services brands Discount voucher Social network / coupon sites feed/update Price comparison Social network websites group Social Group buying bookmarking websites service Blogs on Micro-blog (e.g. products/ Twitter) brandsSource: GlobalWebIndex
  • 5. EXAMPLE OF ONLINE BDI CALCULATION – GLOBAL SAMPLE Online BDI – Calculation of Components (% of audience) Brand Commercial Expertise Social Mobile Content Search Owned Search Engine Emails/Newslett Consumer Question & Instant Mapping Video/content e.g. Google, ers from brands review sites Answer sites messenger services sites Bing, Yahoo 18% 43% 20% 13% 11% 13% 41% Forum/Messag Product/ e boards on Specialist topic Online Mobile brand sites products/ sites pin boards app/services 34% Brands 20% 12% 13% 22% Discount voucher / Social network Online BDI Score feed/update coupon sites 15% 15% 21.71 Price Social network comparison group websites 30% 15% Group buying Social Average of bookmarking websites service component 14% 11% scores Blogs on Micro-blog (e.g. products/ Twitter) Brands 38% 14% 26 27 20 13 12 13 41Source: GlobalWebIndex
  • 6. CALCULATING THE OFFLINE BDI Offline BDI – Components Question: In which of the following ways are you most likely to find out about new brands, products, or services? Celebrity Press Advertisement Social TV In-Store Endorsement Article in a Celebrity / well In-store product Information on an newspaper/maga known individual Real life friend TV show/film display/ advertisement zine endorsement recommendation promotions Story in a newspaper/ magazine Offline BDI – Example Calculation (% of audience) Celebrity Press Adverts Social TV In-Store Endorsement Celebrity/ well known Article in a newspaper/ Information on an In-store product magazine individual endorsement advert Real life friend recommendation TV show/film display/ promotions Offline BDI Score 49% 18% 30% 48% 27% 30% 31.5 Story in a newspaper/ magazine 23% Average of component scores 36 18 30 48 27 30Source: GlobalWebIndex
  • 7. B R A N D D I S C O V E R Y I N D E X A P P L I C AT I O N G L O B A L A N A LY S I S
  • 8. COMPARING OFFLINE AND ONLINE BDI FOR DAY TO DAY PURCHASES 55 Size of the bubble reflects the size of 50 market’s internet penetration Philippines South Africa 45 OFFLINE BRAND DISCOVERY INDEX Malaysia 40 Singapore Thailand UAE Brazil Turkey Canada Indonesia 35 Argentina India UK USA Mexico Taiwan Hong Kong 30 France Russia Saudi Arabia Sweden Spain China Germany Italy 25 Netherlands Poland Japan 20 South Korea 15 13 18 23 28 33 38 ONLINE BRAND DISCOVERY INDEXBDI – GLOBAL (Day to Day Products)
  • 9. BREAKING DOWN THE ONLINE BDI
  • 10. THE IMPORTANCE OF SEARCH IS AMPLIFIED IN MATURE MARKETS Share of the Online BDI Taken by each Sub-component for Day to Day Purchases > Select Markets100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Netherlands Japan Singapore Italy Turkey Saudi Arabia South Korea Thailand Brand Owned Commercial Expertise Social Mobile Content SearchThe chart shows the relative importance of Online BDI sub-components in each market. GlobalWebIndex Q4 2012
  • 11. GET IN TOUCH FOR MORE INFORMATION Report Authors WWW.GLOBALWEBINDEX.NET Brett Petersen Director, Strategy Consulting • APPLY THE BDI TO YOUR STRATEGY OR CAMPAIGN brett@globalwebindex.net • BUILD IT USING THE ONLINE PLATFORM • TAILOR IT TO YOUR TARGET AUDIENCES AND COUNTRY SET GET THE FULL REPORT Zuzanna Sojka Junior Client Consultant zuzanna@globalwebindex.net