Kristian introduces “the ABCs of Market Intelligence” – which stands for
– Audiences
– Brand
– Competitors & Category

Sometimes you already have insight or data into one or two of them, but these are the three fundamentals you need to have insight, or intelligence, into in order to build an effective communications strategy and plan.

As Kristian noted earlier in the series, marketing communications isn’t just getting noticed. It’s getting noticed for things your audience cares about, for something your brand has credibility in, and that your competitors aren’t doing. Kristian will walk through how to bring together the three elements of social and news data on Audience, Brand and Competitors and Category and how you can position yourself effectively and strategically.

When it comes to adding channels to increase marketing effectiveness, Kristian will explain how they each work together, and can harness practitioners with the ability to create something that’s worth your audience talking about and sharing themselves.

Kristian explores three concrete ‘how-to’ steps to better understand news and social media channels, to inform campaigns that earn shares and mentions.