Olympics and the Brands – A Study by Convonix

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Many brands had made massive investments by associating themselves with Olympics 2012. This study is the analysis of the impact of the efforts of various brands along with a study of other top conversation topics surrounding the Olympics.

Iristrack - The Online Brand  Monitoring Tool

Convonix - The Internet Marketing Firm

When brands spend money on sponsorships, they have limited or no data to measure the impact. Online conversations contain a lot of information and can be intelligently classified, segregated and analyzed to gauge the impact.

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Convonix, India’s leading internet marketing firm, has recently concluded and released the report for a study they carried out, analyzing conversation trends online, thus highlighting what has been the general online chatter during the Olympics and what has been the impact for various brands that were associated with the mega event. The research analyzes online chatter surrounding the Olympic games and throws light on how various brands associated with the biggest games have fared online.

In the research spanning over 10 weeks, Convonix, using its proprietary online brand monitoring tool Iristrack™, has identified various conversation topics surrounding the Olympic Games and also the brands that heavily invested in the Olympics to create a buzz. Major brands like P&G, Samsung, Coca Cola, Omega, BMW, DOW etc. have made massive investments in the Olympics and while some have managed to create ample buzz, others have practically failed to leverage the association.

According to Rajat Kathpalia, Head of Social Media at Convonix and the mind behind Project Olympics, "When brands spend money on sponsorships, they have limited or no data to measure the impact. Online conversations contain a lot of information and can be intelligently classified, segregated and analyzed to gauge the impact. Iristrack™ is an ideal tool for such, and even more complex requirements, and through this study, we have tried to highlight this fact.”

The research clearly brings out winning and losing brands of Olympics 2012 and helps understand the sentiments that have surrounded these major brands and the Olympic games as an event. Apart from brands, the research also brings out various trending topics, top highlights and all positive and negative stories surrounding the Olympics.

The study has also been featured in Brand Equity, published by Economic times, India’s best-selling business news daily. The study provides deep insights about how major brands can benefit by measuring the impact by way of analyzing online conversations. According to Rajat, “Whatever be the goal of association, the RoI of the association must be calculated and benchmarked against other associated brands.”

You may view the entire research here.

About Convonix

Convonix is a full service internet marketing firm based in India. It specializes in verticals like Search Engine Optimization, Pay Per Click, Social Media Marketing, Online Reputation Management & Monitoring, Web Analytics & Website Usability Consultancy. Convonix works with a wide range of businesses in diverse domains & helps them establish a strong brand presence online. With over 400 clients in the US, UK & India, it has successfully integrated its marketing experience with web technologies expertise & continues to deliver qualitative, research based digital marketing solutions. Get in touch with us to know how you can reach out to the vast internet audience, and gain substantial leverage in the ever evolving digital world.

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Rajat Kathpalia
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