Share of voice is the share of exposure a brand gets. It can be used to measure brand awareness and gauge how visible the brand was in a specific medium among a specific audience. It can also be used in competitive analysis as a measure of reach, relative to a set of competitors.
You can measure progress by looking at how your share of voice stacks up against the competition at various stages of the buyer journey. Doing this allows you to align, refine and optimize digital messaging, campaigns and assets to maximize conversions across all areas of the buying cycle.