Integrating these insights with your crisis monitoring reports will give you better leverage in mitigating the risk. You can make better strategies around what communication has to be created and how it has to be distributed.
Digital And Social: A Marriage Waiting To Happen
So far, social and digital insights have contributed a great deal to the way strategic decisions are made. They can improve the understanding of our markets and customers manifold, but they are yet to shatter the glass ceiling that separates the two. It is time companies start integrating them together to broaden their view and enrich their insights. It is time business leaders start making strategic decisions based on comprehensive analysis instead of using a siloed approach.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?Combining the information from social and digital will give you richer customer segment insights. 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. 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.
Make A Data-Backed Content Strategy
In a world driven by digital interactions, content and messaging are crucial. However, content has always been very subjective. What works for one customer segment may not work for the other. Add to that the complexity of cultural and linguistic influences, and strategizing for content can become overwhelming.
This is where social media can bring in real value. Social chatters often give a much better understanding of cultural nuances. This, combined with digital data, can help you create highly relatable and localized content. 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.
Improve Campaign Performance
Creating unique hashtags and tracking their volume is a common brand awareness method used by marketing teams. Social media data can help you understand what hashtags your target audience relates to the most. Integrating this intelligence into your campaign plan can help improve performance.
Similarly, campaigns executed on social media can be better measured for performance by using digital data. 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.Mr. Rajesh Kari ,VP and Business Leader, Infovision Social — the Research, Digital Experience, Social Media Analytics arm of InfoVision.
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In today’s world, the social and digital footprints of customers have become critical points of assessment for any brand. Whether you are trying to gauge how your product is being received in the market or improve the ROI of your business efforts, social and digital insights help a great deal.
But what is happening presently is that decision-makers are looking at the social data set and digital data set in a silo. There are two different teams looking at social media analytics and digital analytics independently. And these teams hardly exchange cross-functional intelligence.
But what would happen if these two sources of intelligence came together? How would that impact the quality of insights and the efficacy of strategic decisions? Let’s take a look.
Enrich Your Customer Segmentation
A customer usually interacts with a brand using multiple digital touchpoints like a website, mobile app, kiosks, etc. All these digital touchpoints capture valuable information about the users. They help you build the persona of your customers by capturing demographic and geographic information.
When you dig deeper into the digital data, it reveals more information about the users, like their interests, their behavior patterns on the digital assets, the devices that were used to access your assets, etc. These are pretty good insights to have to build your consumer persona.
Now, we all know that social media is a source of unsolicited and honest opinions by customers. It is also a channel where you can identify customer segments and analyze them for insights. This is where you can track first-hand user experiences and expectations of customer segments.
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