Any marketer who wants to see how their brand is being perceived by audiences in the public sphere can benefit from media monitoring.
This is because brands nowadays rely heavily on what consumers
want rather than what they
need.
So how
exactly can media monitoring benefit marketers? Let’s take a look.
1. Media monitoring gives you insight into the consumer journey
Media monitoring helps provide brands with valuable customer insight. This enables them to do market research about new products and ensure that they are on target when it comes to what their potential customers
really want — or show them what trends to follow. In this way, marketers can put out the right products at the right time, increasing their sales.
What’s more, the data collected through this AI-powered technology can help brands understand their existing customers more
thoroughly. These brands can factor in who their audience is when they are planning business strategies as they receive quantifiable data about their consumers’ habits.
This includes information about:
- How they consume content
- When they consume it (at night, over weekends or at certain times throughout the day)
- Who they are (see what they’re talking about and what their interests are)
- Whether they favour your content
This helps brands ensure that they continuously stay on track with providing the best content (and service) to their audience. And it doesn’t end there!
You can also get an idea of how your customers perceive your products and services with keyword tracking. This allows you to pick up any mentions of your brand in the media, so if a customer is happy or unhappy, you’ll be able to see that.
2. Marketers can gather data to make important business decisions
Every marketer knows how important it is to make strategic business decisions — and how you need the information to inform those choices. Enter
media monitoring.
This service allows brands to measure their marketing efforts and compare notes over time. This is done by tracking particular data points over a certain period of time, compiling them and interpreting the info. In this way, brand strategies can be adjusted and monitored, as well as compared to previous campaign performances.
Furthermore, brands are empowered with this data to spot trends in historical data. Now, you might ask why
old information is needed? Well, that’s because it can be used to recognise future trends when they start appearing.
A bonus is that, whenever a brand needs to link back to a comment or article they were mentioned in months ago, they can easily find it and do just that!
3. Marketers can discover more brand opportunities
By using a media monitoring service, marketers are able to identify much more brand opportunities. This is because they are able to keep their ear to the ground and listen to who’s talking about them and why.
So, what types of opportunities does this entail? They are as follows:
- Growth opportunities: With a close eye on brand conversations, marketers respond to new possibilities, new potential products or building new brand relationships. These include partnerships with other brands or influencers.
- Brand positioning: One of the advantages to monitoring opportunities is the ability to keep track of your positioning. Marketers are able to improve their brand’s position if it’s not where they want to be, or they can confirm whether they are on point.
- Reputation management: Keeping a finger on the pulse of conversations also extends to reputation management. Positive and negative reviews, as well as customer feedback, can severely affect your reputation. Media monitoring, therefore, allows you to stay on top of these and adjust your communication efforts accordingly.