Report: Brand Marketing Amid Political Polarization
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Competing with Amazon: Unveiling the Top 10 TotalSocial Retail Champions
As July comes to an end, retailers and e-commerce continue to push through and find themselves amidst a fervent battleground, seizing every opportunity to vie for consumer attention and market share. In this context, this article will introduce the top 10 retail rankers overall TotalSocial, offline and online lists. With the pinnacle of the month being Amazon’s Prime Day held on July 11-12, big-box retailers orchestrated a symphony of parallel promotions, endeavoring to captivate customers in a time when discretionary spending faces restraint. Beyond Prime Day, July boasts a tapestry of significant retail events, including 4th of July sales, Christmas in July, Black Friday in July, and the Nordstrom Anniversary Sales. With the advent of back-to-school shopping, all of which signal retailers to devise ingenious strategies to outshine the competition.
In this relentless pursuit of consumer engagement, Engagement Labs evangelizes the importance of fostering dynamic consumer conversations. Understanding that such offline and online act as catalysts for sales and brand success, retailers are called upon to harness the power of consumer interactions and inspire buzz that resonates across both online and offline channels.
Amazon Reigns Supreme
Back in spring 2018, we released the white paper, “5 Ways to Beat Amazon, The Retailers Guide to Harnessing The Power Of Social Influence To Drive Sales.” Five years later, Amazon continues to be a Conversation Commander, which is defined as a brand that performs above-average both offline and online, and at number 1 spot for all categories (Overall TotalSocial, Offline and Online), but tied with Nike for the number 1 spot offline.
One key factor in Amazon’s success is the extent to which it dominates consumer conversations. Measured against the industry landscape as a whole, the well-known American brand crushes it on every measure. Consumers talk about Amazon more than any other retail brand – and by a significant margin, both online and offline. In fact, Amazon’s TotalSocial performance is the #1 versus all other brands in America. Much of the conversation about the brand is very positive. Not only does Amazon get talked about a lot, it also inspires sharing of its content, and it is a favorite of the most influential consumers.
Amazon’s strong performance in driving consumer conversations about its brand matters because consumer talk drives sales. According to Engagement Labs analytics, 19 percent of sales, on average, are driven by consumer conversations.
On the surface, this should be troublesome to Amazon’s competitors. Yet, with an analysis of consumer conversations data indicates many opportunities to improve. Yes, Amazon is the clear winner across many categories and its strengths are significant, but to think it can’t be beat is dead wrong.
Data from Engagement Labs reveals that a few retailers are leveraging consumer conversations in a way that enables them to compete effectively with Amazon in the battle for social influence. With greater attention to the power of online and offline data, these retailers have a legitimate shot at grabbing back consumer engagement—and business. And the rest of the retail community can learn from them.
Top 10 TotalSocial Retail Category Rankings
The rankings analysis is unique in that the TotalSocial combines offline and online consumer conversations and is based on Engagement Labs’ patented, proprietary TotalSocial data and analytics, which continuously measures the most important drivers of brand performance in both face-to-face (offline) and social media (online) conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the 12 months ending July 16, 2023. In the Overall TotalSocial ranking, Amazon, Costco, and Nike lead the pack, excelling in engaging consumer conversations both online and offline. Amazon and Nike tie for first place in the Offline TotalSocial category, while Ulta emerges as a strong contender in the top three. In the Online TotalSocial sphere, Amazon remains the frontrunner, accompanied by Costco and eBay in the top three, showcasing their expertise in fostering online consumer engagement. These rankings provide valuable guidance for retailers, shedding light on brands that have effectively leveraged TotalSocial power and offering insights for those seeking to challenge Amazon in the competitive retail landscape. A notable discovery from the rankings is that Adidas secures a spot in the top 10 Offline, but lags behind in the online sphere, granting Nike a competitive edge. While both brands exhibit robust offline performance, Adidas must focus on bolstering its online presence to avoid falling further behind Nike’s dominant position in the digital arena.
5 Recommendations for Retailers to Beat Competition
In the current landscape of 2023, brands with strong word-of-mouth (WOM) momentum should seize the opportunity to further amplify their buzz, while those lagging behind must put in extra efforts to improve their trajectory. As a marketer planning to optimize your Holiday 2023 outcomes, competing with Amazon and other conversation commanders requires a well-crafted strategy supported by data that acknowledges the evolving landscape of consumer engagement. Here are recommendations on how to effectively compete with other e-commerce sites and retailers:
Cultivate Engaging Campaigns and Newsworthy Content
Retailers must craft campaigns and content that capture consumers’ attention and ignite conversations about their brand. Embrace innovation by introducing compelling product lines, employing humor in advertising, and seeking strategic celebrity partnerships. These activities have the potential to spark discussions, both online and offline, and enhance brand visibility.
Harness the Power of Both Online and Offline Channels
Recognize that success in today’s retail market hinges on optimizing both online and offline consumer touchpoints. Tailor distinct strategies for each realm and create synergy between them. For instance, design “friends and family” coupons to incentivize group shopping experiences and employ social media-driven discounts for in-store purchases. By fostering dialogue in both spheres, retailers can maximize consumer engagement and drive sales.
Walmart presents an intriguing case, ranking impressively high in the online realm but lagging behind at 23rd place offline and #15 overall. This disparity is attributed to lower brand sharing, influence, and sentiment scores, which indicates a potential marketing opportunity for the brand. By focusing on enhancing the positivity of their conversations and targeting more influential consumers, Walmart can leverage this opportunity to strengthen its overall performance and bridge the gap between its online and offline standings.
Leverage the In-Store Experience as a Unique Advantage
Retailers possess an intrinsic advantage over Amazon through their physical stores. Capitalize on this by enhancing the in-store experience to encourage customer interaction and online sharing. Whether it’s selfie stations and other interactive elements that prompt customers to capture moments and share them on social media. Such offline conversations wield substantial influence over sales and brand perception.
Target Everyday Influencers and Influencers with Expansive Social Networks
Identifying and engaging with influencers who boast significant social networks can significantly impact a retailer’s reach. Develop tailored programs for passionate brand advocates, many of whom are repeat visitors to your websites. By nurturing relationships with influencers, retailers can tap into their vast audiences and stimulate conversations around the brand.
Foster Shareable Marketing across Channels
To optimize conversations, retailers should design marketing initiatives that are inherently shareable across various channels. Implement integrated campaigns that leverage captivating OTT and TV advertising to prompt social media engagement. Seamlessly integrating both spheres of conversation allow retailers to amplify their messaging and increase the likelihood of consumers sharing content with their networks.
By embracing these strategies, retailers can navigate the competitive landscape with Amazon, effectively commanding consumer conversations and securing a thriving position in the market.
How Measuring Consumer Conversations Can Reveal Advertising Performance
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Proof: Social (Online and Offline) Drives Sales
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Can radio still drive brand conversations in a social media world? Much more than you think
by Richard Carufel | Sep 14, 2023 | Public Relations
Remember the days when radio was on every PR pro’s radar? The medium’s enormous reach and variety of coverage opportunities was unsurpassed for generating brand awareness and visibility. Well, guess what? That hasn’t changed—and practitioners should still be taking advantage of all that radio has to offer.
New research from radio-focused nonprofit trade association RAB, in collaboration with data and analytics firm Engagement Labs, offers valuable insights into radio’s singular influence as a driver of brand conversations. The firms’ new study, Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations, uncovers the incredible impact of radio on purchase intent, societal discourse and the bottom line for communicators’ brand goals.
Key findings:
Radio’s commanding brand conversations
Heavy radio listeners engage in a staggering 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.Diverse industry dominance
The study underscores for advertisers’ radio’s dominance across 15 business categories, including sports, financial services, technology and more. Radio emerges as a potent bridge, effectively connecting brands with diverse target audiences. Read the full Bulldog Reporter article, here.For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Amplifying Brand Buzz: How Radio Redefines Conversations and Influence
Harness Radio’s Unique Ability to Fuel Purchase Intent and More
Article contributed to RAB’s Radio Matters Blog.
In the ever-evolving landscape of media impact, radio emerges as a potent catalyst for brand conversations. The study “Radio Drives Brand Conversations,” commissioned by RAB in partnership with Engagement Labs, dives deep into radio’s role in driving brand discussions and explores its profound influence on purchase intent, societal discourse and the bottom line. In this blog, we dissect key findings and offer actionable recommendations for brands and advertisers looking to harness the untapped potential of radio conversations.
Radio’s Commanding Presence in Brand Conversations
At the heart of this study lies the revelation of radio’s unparalleled capacity to ignite brand conversations. Heavy radio listeners engage in a staggering 4.7 billion weekly brand conversations, surpassing heavy users of TV, social media, magazines and newspapers. What’s even more compelling is that 25% of media’s impact is driven through these conversations, further underlining their significance. For advertisers, this means conversations matter, and they can significantly influence brand success.
Watch the webinar recording where we delved into the study’s details and present real-world case studies.
Diverse Industry Leadership
Radio doesn’t just lead the conversation; it dominates it across 15 diverse industries and sectors. From sports to financial services, beauty & personal care to technology, radio emerges as the bridge connecting brands with their target audiences. This industry-spanning dominance positions radio as a dynamic platform for reaching diverse consumer segments.Magnifying Everyday Influencers
Heavy radio listeners aren’t just passive consumers; they are influential everyday consumers. These influencers have a unique power: the ability to enhance both the quantity and quality of brand conversations. Recognizing these influencers and nurturing their impact can significantly bolster your bottom line.
Transforming Conversations into Purchase Intent
Radio doesn’t stop at sparking conversations; it transforms them into tangible results. A remarkable 51% of brand conversations among heavy radio listeners result in an intent to purchase, surpassing the national average of 49%. This remarkable impact underscores radio’s proficiency in translating discussions into actual business outcomes.
Cultivating Enlightened Societal Dialogue
Beyond the commercial realm, radio plays a crucial role in fostering informed societal conversations. Heavy radio listeners engage passionately in discussions about a wide array of topics, from personal financial concerns to pressing political issues. This positions radio as a platform for meaningful, informed dialogue.Advocating for the Influence of Radio Conversations
In conclusion, “Radio Drives Brand Conversations” highlights radio’s transformative potential in the media landscape. Conversations, their conversion to sales and the importance of nurturing them are the key takeaways. With radio’s unique ability to amplify conversations, engage everyday influencers, fuel purchase intent and incubate dialogue on crucial issues, it’s an indispensable tool for advertisers.Maximizing Radio’s Potential: A Brand’s Action Plan
- Embrace radio as a strategic platform for your brand.
- Invest in conversation-driven strategies and recognize the significant impact they can have on your brand’s growth.
- Recognize conversations as tangible assets that can be measured and optimized.
- Tailor your radio advertising strategies to align with specific industry nuances.
- Identify and engage with everyday influencers among your audience. Leverage their potential to amplify your brand’s message and reach.
- Craft radio campaigns that not only engage but also drive purchase intent.
- Align your brand with societal issues that resonate with your audience.
- Recognize radio’s potential to be a platform for discussions that matter.
Radio ‘catalyzes’ consumer brand conversations and interactions
Radio can reach diverse audiences, drive brand conversations and, ultimately, impact purchase intent, says a new US study.
Why radio listening matters
The findings of the study* – commissioned by radio industry body RAB in collaboration with Engagement Labs – point to radio’s enduring resonance and its ability to shape the brand-consumer relationship, drive social communication and impact the bottom line.Takeaways
- Brand conversations: Heavy radio listeners engage in 4.7 billion weekly brand conversations, surpassing heavy users of other media channels like TV, social media, magazines, and newspapers.
- Everyday influencers: Around half (51%) of brand conversations among heavy radio listeners result in an intent to purchase, surpassing the national average of 49%. This impact is particularly pronounced in sectors like automotive, sports, telecom, technology, beverages and healthcare.
- Diverse audiences: Radio dominates across 15 different business categories and acts as a potent bridge, effectively connecting brands with diverse target audiences.
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Study: ‘Radio Catalyzes Consumer Brand Conversations And Interactions.’
Radio’s ability to drive consumer conversations about brands and its impact on purchase intent and achieving brand goals are examined in a new study commissioned by the Radio Advertising Bureau. Conducted by data and analytics firm Engagement Labs, the study found heavy radio listeners engage in 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.
Radio’s ability to drive consumer conversations about brands and its impact on purchase intent and achieving brand goals are examined in a new study commissioned by the Radio Advertising Bureau. Conducted by data and analytics firm Engagement Labs, the study found heavy radio listeners engage in 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.
“These influencers possess a distinct power: more and better conversations hold the potential to significantly bolster the bottom line for brands, everything from increased sales in CPG to growing new subscriptions in streaming media,” the report says. “We must recognize conversations as a tangible asset, measure them, and harness their potential rather than allowing them to languish.”
Heavy radio users are defined as spending 2+ hours with the medium per day. The threshold is the same for heavy TV and social media users but drops to 1+ hours per day for heavy newspaper and magazine users.
Read the full Inside Radio article, here.
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Bud Light’s Big Football Marketing Bet—Is It Enough To Save The Brand?
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‘A waste of money’
Bump Williams, president and CEO of the beverage alcohol industry consultant Bump Williams Consulting, believes the issue plaguing Bud Light is not transphobia or sexism but consumers who felt insulted by comments then-brand VP Alissa Heinerscheid made in a podcast, deriding the “fratty, out-of-touch humor” of Bud Light’s marketing past as it sought a younger and more diverse audience. Heinerscheid went on a leave of absence as the controversy heated up in April and the company has not commented on her current status.
“It has nothing to do with transgender. It has nothing to do with conservative vs. liberal or Republican vs. Democrat or man vs. woman or rich vs. poor,” Williams said. “When I look at local market data, I see California, a liberal state, is down double-digits on Bud Light. Iowa, a pretty conservative state, is down double-digits … That tells me it has nothing to do with transgender or blue and red. It’s a Bud Light problem.”
Figures from Engagement Labs tell a different story, showing that sentiment among Republicans for Bud Light fell from around 60% positive in April to less than 20% positive by June. Democrats remained 60% positive in both periods, Engagement Labs’ figures show. That suggests the brand has weathered criticism from progressive groups that accused Bud Light of not standing by Mulvaney. Some LGBTQ+ bars pulled AB InBev products in protest.
According to Williams, solving the problem involves more than appeasing customers but making amends with entities along the supply chain that have been damaged by the scandal, including retailers and distributors. Although AB InBev announced a plan to support its distributors in June, Williams called the effort insufficient.
Read the full Ad Age article, here.For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
Conversations About Brands Tend to Be More Positive When Face-to-Face Than on Social Media
Word-of-mouth (WOM) is a key influencer of consumers’ purchase decisions, once credited with driving almost one-fifth of consumer sales. Most conversations about brands continue to take place offline, according to a recent report [download page] from Engagement Labs, as they have for more than 15 years now.
In examining its TotalSocial data over a two-year period from July 2021 through June 2023, Engagement Labs found that 69% of conversations about brands among Republicans took place face-to-face, as did 63% of brand conversations among Democrats.
Interestingly, the analysis also reveals that the net sentiment of brand conversations differs by mode of communication. In this case, net sentiment is determined by subtracting negative and mixed conversations from positive ones, to arrive at an overall score.
Face-to-face conversations about brands are the most positive in general, per the report, with a net sentiment score of +52 (meaning that positive conversations are 52% points higher than mixed and negative ones). Following face-to-face in net sentiment are voice calls (+46), video calls (+44), and text messages (+43) about brands.
Read the full MarketingCharts article, here.
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
RAB Delves Into Radio’s Heavy Hand In Brand Conversations
A recent study conducted by the Radio Advertising Bureau in partnership with Engagement Labs has revealed the significant role radio plays in driving brand conversations and impacting consumer purchase intent. The report, entitled Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations, offers data on radio’s reach and effectiveness across multiple business sectors.
Key findings of the study include how heavy radio listeners engage in nearly 4.7 billion brand conversations weekly, surpassing heavy users of other media like TV and social media. Of those conversations, about 51% of brand conversations among heavy radio listeners lead to a purchase intent, which is higher than the national average of 49%.
Radio shows dominance in 15 different industries such as sports, financial services, and technology, effectively connecting brands with varied target demographics.
Additionally, the study highlights radio as not just a commercial medium but also as a platform for informed societal dialogue. Heavy radio listeners are active in discussing a range of issues, from personal finance to politics.
RAB President and CEO Erica Farber said, “Radio is often referred to as the original social medium because of its ability to engage listeners through conversation, entertainment, and information. This study underscores radio’s ability to drive word of mouth brand conversations for advertising partners, more so than any other media.”
Read the full Radio Ink article, here.
For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?
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Bud Light Isn’t The Only Polarizing Big-Name Brand
Seemingly apolitical brands such as Swiffer, DiGiorno and State Farm have big divides in Democrat and Republican support, Engagement Labs finds
By Jack Neff. Published on September 07, 2023
Bud Light might seem emblematic of the cultural divide between red and blue America. But it turns out Swiffer is polarizing too. The Procter & Gamble Co. brand had a polarized fan base long before Bud Light faced backlash this spring over its affiliation with transgender influencer Dylan Mulvaney, with a 24-point favorability gap for Republicans (net positive sentiment 78%) vs. Democrats (54%) over two years from July 2021 to June 2023, according to data from Engagement Labs, which conducts regular surveys regarding how Americans talk about brands face-to-face, not on social media. That’s more polarized than the supposedly red-leaning Paramount+ TV series “Yellowstone” (19-point favorability edge among Republicans). DiGiorno frozen pizza and State Farm (both Democrat-leaning) and Costco’s Kirkland private label (heavily Republican) are among other surprisingly polarized brands. Bud Light, for its part, was pretty equally loved by Republicans and Democrats before its affiliation with Mulvaney captured headlines in April, according to Engagement Labs. In April, net sentiment was close to 60% positive on the Anheuser-Busch InBev brand between Democrats and Republicans alike in Engagement Labs surveys. By June, rolling 26-week net sentiment for Bud Light dropped under 20% for Republicans while staying at 60% for Democrats. Among lessons from a two-year look back on brand polarization from Engagement Labs surveys is that while news can drive division, many brands have big, and sometimes inexplicable, divides in preference among Republicans and Democrats without getting caught up in the culture wars. So it makes sense for brand marketers to understand the political bent of their consumers before they decide to take public stands on polarizing issues, according to Brad Fay, co-founder and chief commercial officer of Engagement Labs. Read the full Ad Age article, here.For more information on TotalSocial® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?