We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Bestimmung von Marktanteilen über Share-of-Search-Analysen: Wie FIT STAR mehr Transparenz im Wettbewerbsumfeld seiner Fitnessstudios schafft.
- Authors
Nake, Roman; Riedmüller, Florian
- Abstract
The article describes how the sports and fitness company FIT STAR creates more transparency in the competitive environment of its fitness studios through the use of share-of-search analysis. By analyzing search queries in search engines, locally specific evaluations can be conducted, providing insights into the current market situation and allowing for a forecast of further market share development. The share-of-search measurement at FIT STAR is presented, and general suggestions for possible implementation in other companies and industries are provided. The article emphasizes the importance of key figures for marketing planning in the fitness industry and explains the term "share of search" as the ratio of a brand or company's search queries to the search queries of all other brands or companies in the same category. It is also noted that the measurement of search queries should be integrated into an overarching marketing key figure system.
- Subjects
MARKETING planning; SEARCH engines; MARKETING; BRAND name products; FORECASTING; SPORTS tourism
- Publication
Marketing Review St. Gallen, 2023, Issue 1, p42
- ISSN
1865-6544
- Publication type
Article