Social media is hyper-local and companies need for brands to target, plan and engage market-by-market, according to the first Asia Pacific Digital Brand Index, developed by Edelman and derived from data produced by Brandtology, which monitors digital media., The first quarterly DBI compares online conversation and digital engagement across eight markets in Asia Pacific and is based on 800,000 online mentions of 233 major technology brands, contained within 4,348 influential channels monitored between July and September.
According to Bob Grove, Asia Pacific director of technology at Edelman: “Marketers know how critical online word-of-mouth is in the purchasing process, but there exists a digital divide between online engagement and marketing strategy. The DBI marks a watershed moment, because for the first time, marketers have a benchmark against which they can measure the impact of their online engagement strategy relative to each country’s online maturity.”
The quarterly index measures not just volume of engagement, but also identifies the most influential channels by country and how deeply brands engage.
“While social media is hyper-local in terms of influentials, topics and channels where conversations take place, benchmarking and comparison of performance is critical,” said Eddie Chau, founder & CEO of Brandtology.