Amazon UK was the most visible brown goods advertiser online while Apple remained the most visible website for brown goods-related searches, reveals the latest research from leading independent digital marketing agency, Greenlight (www.greenlightdigital.com). (“Brown goods”” is industry slang for all electronic products.)
Greenlight’s “Brown Goods Sector Report — Issue 12” assessed which brands, retailers and review sites were the most visible in both natural search and paid media and had the greatest share of consideration when UK consumers searched on Google UK for Audio & Accessories, Cameras & Camcorders, PCs & Laptops, Phones & Accessories and TVs & DVD Players.
According to the report, Amazon UK achieved a 30% share of visibility in paid media. It also displayed the most visible, unique ad creative, in the Audio & Accessories subsector, advertising low prices on the iPod nano.
Through ranking at position 1 for the search term “iPhone,” in the organic listings, Apple attained a dominant 37% share of voice for brown goods-related searches overall.
Expected to launch in September with a release date sometime in October, the keyword “iPhone 5” received the highest number of queries — 450,000, and accounted for 6% of the total number of searches for brown goods products in May and 21% of those made for the Phones & Accessories subsector. The keyword “iPhone 5″‘ was closely followed by “iPad 3” and “Blackberry.”