Top of Mind Awareness: Important Metrics for eCommerce
When most people think of cola they think of Coca-Cola. Thanks to this top of mind awareness the company has consistently remained the top soft drink brand in the world. Find out how eCommerce brands can achieve this kind of top of mind awareness too.
What is Top of Mind Awareness (TOMA)?
Top of mind awareness - or TOMA - is a key concept in market research. It is a measure of how high brands rank in the consciousness of consumers.
The first brand that comes to mind when consumers think of a certain niche product or industry has achieved top of mind awareness. Not all consumers will think of the same brand but the results offer a clear indication of which companies are most popular within an industry.
It's worth noting that sometimes the first brand people think of is one they dislike or one that was recently embroiled in a scandal. So TOMA can have negative associations. However being 'top of mind' is usually a big plus for brands.
The importance of top of mind awareness
The main benefit of achieving top of mind awareness is fairly obvious. If your brand is the first one people think of they will instinctively seek out your products when they need them.
But the importance of top of mind awareness doesn't end there. This primary perk has lots of other knock-on benefits:
- Marketing becomes more effective: Because the public is already familiar with your brand your campaigns will be more memorable and meaningful. Plus when competitors advertise their products consumers may even think of yours.
- PR is painless: When your brand is a household name it's easier to attract media coverage.
- Search rankings will soar: If lots of people are Googling your brand the search engine will hold your site in high regard and boost your site's position for related keywords.
- Enhanced brand value and integrity : Brands that achieve top of mind awareness often command more trust and can charge higher prices.
- More prospects: The more people that are aware of your products the easier it is to bring them through the eCommerce funnel toward conversion.