Airbnb leads the pack in a new search sentiment analysis among the top 100 advertisers, closely followed by Viacom and Netflix. This ranking shows which companies are viewed most favorably based on Internet search data.
Marketers find search sentiment data valuable because it shows real-time public perception of brands. This information is crucial for fostering brand loyalty and maintaining a positive image.
Airbnb has successfully shifted its marketing focus from search-based tactics to brand-building strategies. Their top ranking in this report could encourage other companies to reconsider their marketing approaches to improve their own rankings.
The report underlines the importance of consistency in influencing public perception over time. Positive sentiment about a brand tends to remain stable for around 15 months, and the same is true for negative sentiment. A consistent brand image helps sustain positive public sentiment in the long run.
Moreover, the analysis reveals that search volume itself isn’t directly linked to sentiment, but it can amplify existing perceptions. Therefore, companies with positive sentiment but low search volume might benefit from campaigns that boost their visibility.
Conversely, for companies facing high search volumes but negative sentiments, launching positive advertising campaigns could help improve public perception.
The report also identifies leaders in various industries. Airbnb is noted as the leading travel advertiser, Compagnie Financiere Richemont tops the retail category, and Procter and Gamble lead in consumer packaged goods. American Express is highlighted in financial services, Inspire Brands in restaurants, ViacomCBS in entertainment and media, Volkswagen in automotive, T-Mobile in telecom, and Apple in consumer technology
This analysis was conducted by CaptifyTechnologies, which gathers data from over a billion daily searches across three million websites. This extensive data collection provides a deep understanding of how different brands are perceived across various consumer segments.
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