For the first time, we have some quantitative measure of how much
and where certain technology brands are discussed online. The Digital
Brand Index is a joint effort by Edelman and Brandtology and meant to
give these tech brands some insight as to how they fair with respective
to others.
In their words,
“The DBI is the first research project in Asia Pacific to shed
light on how brands are being discussed online, the most active
channels and the most interesting subject areas. With quantitative data
from over 50 of the largest technology companies across eight key
markets in Asia Pacific, this quarterly piece of online intelligence
serves as a core tool for marketers to analyze the efficiency and
return on their marketing investment, both online and offline.”
Currently only 8 markets are covered by the DBI (links are PDF files): Singapore, Malaysia, Australia, China, Hong Kong, India, Indonesia and Taiwan. Japan and Korea will soon follow.
Listen to two representatives, one each from Edelman and Brandtology introduce the Digital Brand Index in their own words:
John Kerr, Regional Director, Edelman Digital APAC
Eddie Chau, Founder and CEO, Brandtology
In a private blogger feedback session that Edelman and Brandtology
organised, they tried to solicit thoughts and suggestions from several
of us as to how the DBI can be made more useful. One suggestion was to
separate brands which are B2C and those that are B2B, and perhaps
sub-brands within brands. And while the DBI only covers tech brands for
now, they might heed our call and cover other industries as well.
I think the DBI is an excellent initiative by Edelman and
Brandtology to try to quantify online conversations regarding brands.
While most startups probably wouldn’t be covered in the DBI, they could
learn from the data and see which channels are the “buzziest” in the
various countries. So if are trying to launch your own social media
marketing strategy, the DBI could still be of some use to you.
Read the press release on Edelman and Brandtology. And more interestingly, an FAQ on the Asia Pacific DBI methodology.
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