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News
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Asia Pacific's first country-by-country Digital Brand Index launched
Date Posted: Nov 03 2009
22 October 2009 – Every 10 seconds, someone in Asia mentions a major technology firm online, but these conversations could be even more active and widespread if the brands themselves engaged consistently, found the first quarterly Asia Pacific Digital Brand Index (DBI).
The DBI is the first research project in Asia Pacific to unveil the most discussed brands online, the most active channels and the most interesting subject areas. Developed by Edelman and derived from Brandtology data, this quarterly piece of online intelligence from across eight markets in Asia Pacific found almost 800,000 online mentions of 233 large technology brands, contained within 4,348 influential channels monitored between July and September 2009.
Building on this data, Edelman has produced two indices that, unlike pure rankings tables, allows brands to compare relative results – against other local competitors, or any other brand across the region. These two indices provide a relative comparison of performance against the average result and include; the conversation index, and the channel index. Additionally, by calculating Average Engagement, the DBI also provides an indicative gauge of advocacy by measuring the average comments per unique person who talks about a brand.
Marketers benefit in several ways from the DBI. The DBI can show a direct link between traditional marketing efforts and online conversations, and benchmark the extent to which online conversations drive marketing results. For example, when managed well, brands can produce bigger spikes of conversation for major product launches, events or promotions – delivering greater return-on-investment for campaigns. In terms of channels, the DBI allows brands to focus on quality, rather than quantity, online people and communities – thereby directing efforts at the most effective online channels.
For more information, you may download the APAC Media Release in PDF by clicking the link below:
or you may visit the Edelman website thru http://www.edelmanapac.com/index.jsp?series=36
Other related links: My Blog Post - http://dconsortium.wordpress.com/2009/10/23/asia-pacific-digital-brand-index/ My tweet - http://twitter.com/johnkerrnz |
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