Social Data Must Drive Customer-Centric Marketing Strategies

Kimberly Surico |
 12/08/15 |
2 min read

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Successful marketing today requires getting personal – engaging with consumers’ hearts and minds, drilling down to what really matters to THEM. How to do that is the subject of the upcoming AdWeek webinar, Targeting Beyond Demographics: Using Social Data to Create Truly Customer-Centric Content, which we’re thrilled to be joining.

Becca James, Director of Insights & Strategy at Internet Marketing Inc., and our own VP of Marketing, Hope Nguyen, will share their audience data expertise. Here’s a bit of what’s in store:

Crafting content strategies that drive ROI

Social data provides a font of useful insights – but you can’t think in terms of broad demographic categories anymore. Why? Because tracking traditional metrics like age, gender and geography alone actually limits your reach.

Marketers now need to dig into social to discover common consumer interests that go far beyond the typical narrow parameters. These commonalities allow you to create multiple segments to target with individualized messaging. That’s what consumers expect – and they’re the ones in charge now.

Hope and Becca will tell you how to find new audiences in the least likely of places – and why you need to for maximum return.

Getting to know the people within the segments

They’ll also share what customer-centric really means. It isn’t just a buzzword – it’s a necessity. Social success depends on knowing who your customers (and prospects) are and what matters to them. This information lets your brand engage from the heart, in an authentic, human way.

Which gets you much farther than in-your-face marketing strategies. Becca and Hope will tell you how.

Additionally, they’ll share how to leverage emotions, behaviors and psychographics to understand the deepest wants, needs, and passions that drive social users. These are the insights that let you engage consumers to make your brand one of those passions.

Real brands having real success

Does any of this seem like an impossible task, or too good to be true? It’s not. And Hope and Becca will share case studies to prove it.

You’ll want to attend just to find out how quickly one retail brand’s campaign generated $1 million in revenue and 9,655 percent ROI. And then you’ll want to know how your brand can achieve the same.

There is no doubt that the future of marketing lies in the successful harnessing of social data. But it’s not just a numbers game – likes, shares, follows. Marketers must develop a deeper understanding of their audience – starting with how “audience” is defined, and who falls under that umbrella. Not doing so will be to their detriment.

Luckily, Becca and Hope can tell you all you need to know.

Be sure to check out our December 15th webinar entitled Targeting Beyond Demographics: Using Social Data to Create Truly Customer-Centric Content. Or reach out for further information on how NetBase can help you define your audience.


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