Search Media Analysis

Quick and effortless use of the web has made Internet search the number one source of information for UK consumers.  69% of the population conduct an average of 4.1 searches per day compared to just 52% that still use traditional newspapers or magazines.

But what do consumers see when they search for your organisation?  Which web sites come up in the search; what do they say about you; and how does this change from day-to-day or even hour-to-hour?

Knowing and understanding what consumers find when they search for your organisation is critical to your reputation, brands and success.  Spectrum’s Search Media Analysis (Spectrum SMA) enables you to do just that.  Crucially, it also enables you to do it in real-time and, using Spectrum's KWiC Content Search, to explore and query the content behind the data as well as link through to the web site that generated it.

The chart below shows content in sites returned for search on Sainsbury’s following launch of the company’s 140th birthday advertisement on 6th May, 2009.  Note, first, how coverage increases following airing of the ad; and, second, intensifies around the ‘avocado wars’ generated by Sainsbury’s claim to have been the first company to introduce the avocado to the UK, which was disputed by M&S.  Note also the impact of the company's 140th birthday celebrations in online media around the late Spring bank holiday weekend.

This chart shows the link between low prices and the company's main competitors in sites returned for search on Sainsbury’s over the same period as above.  Much of this is generated in online content referred to as Supermarket Showdowns in consumer generated media.

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