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Formula
Share of Voice = (Brand Mentions / Total Market Mentions) * 100
Know your metric
Importance of
Share of Voice
Competitive Analysis Tool
Share of Voice measures how much of the market's conversation a brand owns compared to competitors, serving as a critical competitive analysis tool.
Brand Visibility
A high Share of Voice typically correlates with high brand visibility, which can translate to greater brand awareness and recognition.
Market Position
Monitoring this metric helps gauge a brand’s position in the market, aiding strategic decisions regarding advertising, promotions, and public relations.
Drawbacks of
Share of Voice
Does Not Measure Sentiment
Share of Voice quantifies how often a brand is mentioned but doesn’t assess whether those mentions are positive or negative.
Can Be Misleading
High Share of Voice does not automatically mean high market share or profitability; it merely indicates visibility, not business success.
Resource Heavy
Increasing and maintaining a high Share of Voice can be resource-heavy, requiring substantial investment in marketing and promotional activities.
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