Brands and agencies are always on the hunt for ways to breathe new life into their marketing efforts. They seek ways to set themselves apart from competitors, while using language and imagery that resonates with target audiences. What they really need – and may not know it – is a way to master contextual analysis to support winning campaign development. And we’re about to show why!
Campaign Development 101
Traditionally, campaign development is pretty dry and disjointed, even by today’s ‘advanced online intel’ standards. Brand managers find themselves scouring online to capture consumer insight and source new ideas. And while this was a great tactic five years ago, it’s incredibly outdated and ineffectual today.
In short, they’re pulling slightly reworked tricks out of the same ol’ magic hat and, increasingly, the effort falls flat, leaving marketers at a loss. They feel they’ve done their consumer/target audience homework – and they probably have. Interacting with followers and reviewing what consumers are saying online is extremely time consuming. So, they have trouble understanding why last year’s winning tactics are performing so poorly today.
They aren’t realizing a few things:
· Copycat competitors have adopted similar tactics, making these campaigns/interactions not only obsolete, but annoying to consumers.
· Customer care is not the same thing as consumer understanding – that’s a huge disconnect in itself.
· Making data-driven decisions means so much more than manual online searches. It even goes beyond most tools’ technical capabilities.
· Most analytic software can show you what is happening, but it’s essential to unlock the context that explains why.
· Robust social and media intelligence offers actionable insight – and shows brands new ways to connect with consumers all the time.
Making Data-driven Decisions Across the Enterprise
Data-driven decision-making sounds very buzzworthy, but its chock full of meaning. With it, brands can capture themes and storylines that are gaining traction with target audiences in real-time. They can also:
· Know what is/isn’t working – and why by benchmarking highly accurate data against last year/quarter’s efforts
· Ensure brand health with advanced operational intel that integrates with existing systems
· Head off/respond to crises as they happen, and in ways that can actually win new business
· Watch competitors and learn from their success/losses without spending inordinate amounts of time in someone else’s lane, while losing focus on your own
· Analyze and be alerted to trends as they happen, and know which make sense to pay attention to and act upon – and which to ignore
· Identify white space and innovate ahead of competitors
· And, of course, next-level social media and intelligence-informed campaign development
Social & Media Intelligence-informed Campaign Development
The trick to it then isn’t a trick at all – it’s accurate and transparent consumer insight captures. It’s the ability to consistently reveal the why behind the what and trusting that insight enough to act on it immediately – to pivot when needed and take well-informed, in-the-moment risks. It requires the ability to uncover the connections, trends and insights that will help you understand the story behind your customers, competitors, markets, and your own brand.
For example, a brand considering a St. Patrick’s Day promotion would want to have a sense of the overarching conversation about the day, in general, and in the context of their category in general as well – and then as these conversations relate to their brand specifically.
As such, the more than 3,500 stories surfaced below gives you a sense of the general conversation:
Each conversational cluster is clickable and explorable to see why each area is registering in our search. And beyond that, brands can see sentiment around each in a display that is equally easy to both understand and explore:
Adding a category and/or brand name to the search above would further refine what conversation is happening around each – and where. And that last part is important, as we see brands take one of two equally destructive paths with their marketing.
· Either they neglect to focus their efforts in any real way and market far too broadly – and everywhere.
· Or they hyper-focus on one channel/sub-segment for no good reason. And it’s not just one channel that matters, of course. But how do you choose? How and when do you create multi-channel campaigns?
Building Multi-Channel Campaigns
We have an upcoming webinar where you can learn about multi-channel campaign marketing in-depth, including how to:
· Re-interpret stories in the news to see the impact companies faced and where they went wrong (and right!)
· Gather compelling evidence of multichannel marketing success
· Plan an integrated campaign that creates “talk-ability” and organic amplification across earned channels
· Discover the uniqueness and synergies between communications channels, along with the data and evidence for multichannel campaigns.
· How to combine social analytics and media analytics for true 360-degree conversation intelligence.
Leveraging the wide variety of content your target audience shares online is essential. And you’ll be able to apply learnings from our webinar to your own marketing strategy. We’re teaching you the behind the scenes tricks of the master analytics marketing magician. Watch this space for more info to register, and come prepared to take notes! And also reach out for a one-to-one demo around how this could look for your brand, specifically.