Top of mind awareness
Encyclopedia
Top-of-mind awareness is: "When people think of you first to fulfill their product or service needs." Traditionally, TOMA has been achieved through traditional channels such as radio, newspapers, television, and magazines. Increasingly companies of all sizes are moving towards social media
like Twitter
and Facebook
over against traditional channels. Chicago Now reports, "Close to four-in-ten employers (37%) plan to put a greater emphasis on social media in 2010 to create a more positive brand for their organization." Therefore, TOMA refers to percent of respondents who name a brand or product first when asked to list companies in that industry sector—including, but not limited to traditional advertising channels.
Another definition is, "Owning the space that your product or service occupies between your prospects' ears. That way, when they're ready to buy they think of you first."
Another way to explain TOMA is to ask, "Whom do you think of first when you think of [product/service]?" The answer to that question is the company that has achieved top of mind awareness with you. TOMA varies from consumer to consumer.
"Top of mind awareness" is a way to measure how well brands rank in the minds of consumers. Companies that build brand awareness tend to also rank highly in "top-of-mind awareness." Thus, TOMA correlates strongly with market share
of a product.
For companies that conduct high-dollar transactions, TOMA is particularly important. Mortgage brokers, real estate agents, and auto dealerships are particularly reliant on top of mind awareness. However, TOMA holds value for companies offering products and services of all transaction levels.
(CRM). Better CRM practices typically yield a higher degree of top-of-mind awareness with potential clients.
Top-of-mind awareness as well as other CRM techniques can be handled by a company internally or outsourced to a 3rd party vendor such as:
Social media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
like Twitter
Twitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
and Facebook
Facebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
over against traditional channels. Chicago Now reports, "Close to four-in-ten employers (37%) plan to put a greater emphasis on social media in 2010 to create a more positive brand for their organization." Therefore, TOMA refers to percent of respondents who name a brand or product first when asked to list companies in that industry sector—including, but not limited to traditional advertising channels.
Other definitions
TOMA has traditionally been defined as "the percent of respondents who, without prompting, name a specific brand or product first when asked to list all the advertisements they recall seeing in a general product category over the past 30 days. Companies that are well known advertise heavily and have attention-getting ads that tend to receive the highest top of mind awareness scores in ad tracking studies.Another definition is, "Owning the space that your product or service occupies between your prospects' ears. That way, when they're ready to buy they think of you first."
Another way to explain TOMA is to ask, "Whom do you think of first when you think of [product/service]?" The answer to that question is the company that has achieved top of mind awareness with you. TOMA varies from consumer to consumer.
"Top of mind awareness" is a way to measure how well brands rank in the minds of consumers. Companies that build brand awareness tend to also rank highly in "top-of-mind awareness." Thus, TOMA correlates strongly with market share
Market share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
of a product.
For companies that conduct high-dollar transactions, TOMA is particularly important. Mortgage brokers, real estate agents, and auto dealerships are particularly reliant on top of mind awareness. However, TOMA holds value for companies offering products and services of all transaction levels.
TOMA and CRM
Top-of-mind awareness is very closely tied to customer relationship managementCustomer relationship management
Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
(CRM). Better CRM practices typically yield a higher degree of top-of-mind awareness with potential clients.
Top-of-mind awareness as well as other CRM techniques can be handled by a company internally or outsourced to a 3rd party vendor such as:
- Customer Won, a life cycle customer loyalty tool set
- Microsoft Dynamics CRM
- mySAP CRM
- PeopleSoft
PeopleSoftPeopleSoft, Inc. was a company that provided Human Resource Management Systems , Financial Management Solutions , Supply Chain and customer relationship management software, as well as software solutions for manufacturing, enterprise performance management, and student administration to large...
CRM- Salesforce
- Siebel
SiebelSiebel, originally Flugzeugbau Halle, was a German aircraft manufacturer founded in 1937 in Halle an der Saale. It was revived as Siebelwerke in 1948. In 1952, it merged with ATG to form Siebelwerke-ATG Gmbh...- Sugar CRM
- Zoho CRM
- update CRM
- Top of Mind Networks
- Maximizer CRM