In this article, I’m talking about a What if I told brand or company’s market share via its website, relative to user searches. I can’t take into account the share of direct traffic to a site or what users do once they arrive at the site they want to visit.
Before going further
I dare to tell every Marketing Director, General Manager, or Business Unit Director that their overseas data digital market share is less than 10%, regardless of their sector or industry.
But in fact, I don’t think I’m running a big risk, since when I analyze the digital presence of a is zero roi inevitable? prospect or one of their competitors (I’ve been doing this for over 10 years in sectors as diverse as industry, telecoms, fashion, optics, FMCG, culture, publishing, IT, automotive, etc.), I arrive at a digital market share of 5% maximum in the best case scenario.
I also conduct some sector studies for certain manufacturers, investment funds, and consulting firms, and I’ve only once achieved a 7% digital market share. So, with 10%, I’m not taking a big risk.
And again, I take into account market share in areas where the brand or its products are sale lead already present. I do not take into account areas where the brand, product, or service are completely invisible.
How do I calculate this market share?
I calculate a ratio between website traffic for a keyword or topic and the average monthly demand for all relevant products or services. This is where I arrive at a maximum ratio of 5%.
But, almost every time, there are products and services that the company offers and for which its offering is completely invisible today. So even if we achieved a 20% market share for the referenced offerings, taking into account the entire offering, the overall market share would be less than 10%.