Post by account_disabled on Dec 19, 2023 6:42:20 GMT
The host stopped this campaign and gave way to Chantal Ladesou in the first quarter of 2018. However, despite the actress' strong exposure thanks to the support of Laurent Ruquier, the impact on the brand's notoriety over time is not obvious. Digital Strategy, Marketing, communication and market share When we look at the figures (I took Semrush, but I could have taken Moz, ahrefs or ubersuggest), Akena has 4,400 requests per month on average in France. I take Akena queries alone and all queries containing the Akena term. When we look at the 1st page of results in private browsing, there is no ambiguity for Google on what the Internet user is looking for: 1st result: the brand’s “verandas” site 2nd result: Akena hotels 3rd result.
The brand’s “pergolas” site 4th result: the Akena pergolas catalogs 5th result: the Akena Email Data verandas Facebook page 6th result: tripadvisor hotel Akena 7th result: actu.fr article on the Akena group 5/7 results (71%) concern the group of verandas / pergolas. Is that a big number? If we compare with pergola (165,000) or with veranda (74,000), the brand alone only covers 2.7% and 5.9% of demand. Despite strong pressure on radio waves. This is a sign that despite this strong media pressure, the brand does not enter the minds of the consumer. When an Internet user goes to find out about the subject online, they think more of a generic search than of a branded 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-branded requests a>. Digital Strategy, Marketing, communication and SEO When you search (still in private browsing) veranda, after the ads: the 1st result is gustaverideau, the 2nd: living-veranda, the 3rd: the veranda. Akena only comes in 4th position. If we search for veranda (Google differentiates between queries with and without accent), Akena takes up a place and is in 3rd position. As a result, despite its strong radio presence, the brand's website only attracts a small portion of the online demand for its flagship product.
The brand’s “pergolas” site 4th result: the Akena pergolas catalogs 5th result: the Akena Email Data verandas Facebook page 6th result: tripadvisor hotel Akena 7th result: actu.fr article on the Akena group 5/7 results (71%) concern the group of verandas / pergolas. Is that a big number? If we compare with pergola (165,000) or with veranda (74,000), the brand alone only covers 2.7% and 5.9% of demand. Despite strong pressure on radio waves. This is a sign that despite this strong media pressure, the brand does not enter the minds of the consumer. When an Internet user goes to find out about the subject online, they think more of a generic search than of a branded 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-branded requests a>. Digital Strategy, Marketing, communication and SEO When you search (still in private browsing) veranda, after the ads: the 1st result is gustaverideau, the 2nd: living-veranda, the 3rd: the veranda. Akena only comes in 4th position. If we search for veranda (Google differentiates between queries with and without accent), Akena takes up a place and is in 3rd position. As a result, despite its strong radio presence, the brand's website only attracts a small portion of the online demand for its flagship product.