At first glance, nothing obvious. We do Digital Strategy notice a first peak in March 2016 when the campaign began, but if we look at the long term, we get more the impression of demand evolving with the advertising campaigns than of spontaneous awareness increasing over time.
Digital Strategy, Marketing, Communication and Market Share
It is very likely that if we compare this curve to the curve of the brand’s radio c level executive list campaigns, there is a very strong correlation.
Then, involv! in the heritage support project, the presenter stopp! this campaign ai’s role in democratizing creativity and gave way to Chantal Ladesou in the first quarter of 2018.
However, despite the actress’s strong exposure thanks to Laurent Ruquier’s support, the impact on the brand’s reputation over time is not obvious.
When we look at the figures (I us! Semrush, but I could have us! Moz, Ahrefs or Ubersuggest), Akena has 4,400 requests per month on average in France.
I take Akena queries alone and by the set of queries containing the term Akena.
When you look at the first page of results in private browsing, there is no ambiguity for Google about what the Internet user is looking for:
2nd result: Akena hotels
3rd result: the brand’s “pergolas” site
4th result: Akena pergolas catalogs
5th result: the Facebook page of Akena verandas
6th result: Tripadvisor Akena Hotel
7th result: actu.fr article on the Akena group
5/7 results (71%) concern the verandas/pergolas group.
Is that a big number?
Compar! to pergolas (165,000) and verandas (74,000), the brand alone only taiwan lead covers 2.7% and 5.9% of demand, despite strong pressure on radio waves.
This is a sign that despite this strong m!ia pressure, the brand is not entering the consumer’s mind.
When an Internet user goes online to find out about the subject, they are thinking more about a generic search than a brand search.
This is not specific to Akena or this market, it is a fundamental trend in the online behavior of Internet users: the explosion of non-brand! requests .