It is time companies start integrating them together to broaden their view and enrich their insights. They can improve the understanding of our markets and customers manifold, but they are yet to shatter the glass ceiling that separates the two. So far, social and digital insights have contributed a great deal to the way strategic decisions are made. You can make better strategies around what communication has to be created and how it has to be distributed.ĭigital And Social: A Marriage Waiting To Happen Integrating these insights with your crisis monitoring reports will give you better leverage in mitigating the risk. It can tell you the keywords people are using to find the story. What digital analytics does is helps you understand how people are finding the negative story about your brand. Virality tracking across social media and traditional media helps PR teams understand the source of the story and its momentum across different channels. We know how negative stories go viral and impact the company’s reputation. This is where the amalgamation of digital and social insights can help again. PR professionals work tirelessly to manage and uplift a brand’s perception through different strategies. Hence, it is critical for corporate communications to track how the perception of their brand is evolving over time and what is impacting it negatively. Perceptions in today’s world make or break a brand. Make Better Corporate Reputation Management Strategies Are people searching for your product using the content shared by the influencers? Which pages are they exploring on your website after landing on it from the influencer posts? In a way, digital data will help you justify your influencer strategies. Digital data will tell you how the influencer posts on social media have impacted your brand. This comprehensive view will help you understand the type of personalities that can influence different consumer personas of your target segment.Īt the same time, you will also be able to quantify the impact of influencers better. The information captured by your digital assets coupled with social insights creates a rich consumer persona and segment understanding. Digital analytics can also add value to the entire process of identifying influencers for your brand and measuring their impact. We see more and more brands invest their time and resources in identifying influencers that they can engage with. It is a place where you can influence people to buy your products/services or engage with your brand. Social media is a space where you can develop perception through the influx of information. Have these campaigns increased the search volumes, have they increased the usage of hashtags, the footfall to your landing page, etc.? Integrating social insights with digital data can improve the performance of campaigns against the objectives set for them. Similarly, campaigns executed on social media can be better measured for performance by using digital data. Integrating this intelligence into your campaign plan can help improve performance. Social media data can help you understand what hashtags your target audience relates to the most. Intelligence gleaned from this integrated data source can further be used to make your ad efforts more effective, your campaigns more targeted and your messages hyper-personalized.Ĭreating unique hashtags and tracking their volume is a common brand awareness method used by marketing teams. This, combined with digital data, can help you create highly relatable and localized content. Social chatters often give a much better understanding of cultural nuances. This is where social media can bring in real value. Add to that the complexity of cultural and linguistic influences, and strategizing for content can become overwhelming. What works for one customer segment may not work for the other. However, content has always been very subjective. In a world driven by digital interactions, content and messaging are crucial. While social media analytics help you identify and monitor the evolving consumer segment preferences, digital analytics help you trace their behavior on your digital assets and identify the points where their engagement drops. You will be able to create a more comprehensive view of your target customer segment, the different consumer personas and a myriad of their preferences. This is where you can track first-hand user experiences and expectations of customer segments.Ĭombining the information from social and digital will give you richer customer segment insights. It is also a channel where you can identify customer segments and analyze them for insights. Now, we all know that social media is a source of unsolicited and honest opinions by customers.
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