November 2023 – BrandTracking

wdt_ID	Data	Total	Nike	Adidas	Puma	Reebok	New Balance
37	Volume
38	Total	10.000,0	2,4	55,3	1,2	9,4	16,5
39	Decesos	13,9	11,9	16,9	6,8	8,5	33,9
40	Hogar	46,9	0,3	62,7	0,3	5,0	17,5
41	Salud	7,3	6,5	16,1		16,1	16,1
42	Otros	31,9	0,4	70,1	0,4	14,8	7,4
43

* AI

Summary

Sentiment

Best Positive Sentiment: Nike has the highest percentage of positive sentiment at 46.0%, indicating a very favorable public perception of the brand.
Lowest Negative Sentiment: New Balance shows the least negative sentiment at only 8.0%, which may suggest that although its positive sentiment is the lowest, customers have fewer complaints or issues with the brand.
Adidas has a lower positive sentiment but also a significantly lower negative sentiment, indicating a potentially more satisfied customer base or one that is less vocal about their dissatisfaction.
Puma and Reebok have slightly lower positive sentiments and significantly lower negative sentiments compared to Nike, which could reflect a strong but possibly less divisive brand presence.
New Balance faces the challenge of improving its positive sentiment but stands out for having the lowest negative sentiment, a strong indicator of customer satisfaction with their products or brand quality.

Nike dominates in terms of positive sentiment, which, along with its volume of mentions and growth on social media, suggests a successful global marketing strategy and a strong connection with its audience. However, it also has the highest percentage of negative sentiment, which could be an opportunity to examine and improve specific aspects of the customer experience.

The other brands, although behind Nike in terms of positive sentiment, have less negative sentiment, indicating areas of strength that could be capitalized on to compete more effectively, particularly in the realm of customer satisfaction and loyalty.

Audience

With an equitable distribution between genders and significant presence across all age groups, these brands maintain relevance across a broad market spectrum. The solid presence in the +35 age segment, in particular, indicates that these brands not only attract youth but also retain or attract older consumers, which is crucial for long-term loyalty.

Nike is the brand with the greatest diversity. With a strong balanced presence between men and women and solid representation across all age groups, Nike displays an inclusive and broad market strategy.

Volume

Data on the volume of mentions show a strong presence in expected categories such as Sneakers and Clothing, but also in critical areas for brand differentiation like Innovation and Quality. This suggests that the brands are not only discussed in terms of their products but also valued for their contributions and advancements in the sector.

Nike reflects its dominant position in the sneaker market.
Adidas stands out, indicating a strong focus and recognition in innovation within the sector.
New Balance is noted for quality, suggesting a very positive perception of its products among consumers.

Social Media

Analysis of social media presence reveals effective strategies to engage a global audience, with millions of followers and high levels of interaction on key platforms like Instagram and YouTube. The variability in the growth of new followers and engagement in posts indicates that some brands are better maximizing their content strategies than others.

Nike leads in new followers, demonstrating its ability to capture and maintain the public’s attention on this essential platform.
Nike also stands out here, which could indicate more engaging video content or effective marketing campaigns.

Website

The distribution of web traffic sources suggests that brands are investing differently in SEO (organic search), direct marketing, referrals, and advertising. A balanced approach in organic and paid, along with a strong presence on social media, is crucial for attracting and retaining visitors. Brands with a lower bounce rate possibly offer a superior user experience, which is a key indicator of website design effectiveness and content relevance.

Best in Direct Traffic: Nike shows strong brand loyalty and recognition, with the majority of web traffic coming directly, indicating that consumers actively seek out the brand.
Lowest Bounce Rate: New Balance. A lower bounce rate suggests that New Balance provides a superior user experience on its website, keeping visitors engaged for longer.

Conclusion

In this comparative analysis, Nike consistently stands out, especially in key aspects like audience diversity, volume of mentions in sneakers, and social media presence. However, it is notable that other brands lead in specific areas: Adidas in innovation and New Balance in quality and user experience on their website. These results underscore the importance of a diversified marketing strategy that addresses multiple consumer touchpoints and unique brand strengths. Nike, as our main brand of interest, remains strong in many aspects but can also learn from the areas where other brands are making a significant impact.