Hi, I’m Stefanie Daulizio – welcome to this week’s content and coffee with Brafton. We’ll look at how U.S. companies and content analytics have become best friends.
I know what you’re thinking: How could social media and content marketing ever replace traditional advertising? How could internet marketers who Tweet for a living outshine Mad Men? The answer is simple: Traditional media speak to the masses, not the individual, which is not how you earn the trust of your target market.
Social marketing, in particular, lends itself to personal connections if marketers are smart about their analytics. When brands use analytics to guide their online marketing efforts, they’re uncovering the types of content, interactions, subjects and stimulants that motivate their customers. With the right social media analytics platform, companies can even compile chat histories with each individual they speak with online. And not just per channel. We’re talking – I can speak with a customer on Facebook and my coworker across the country can continue the conversation with the same customer on YouTube. That’s how advanced social analytics have become.
To no surprise, a new study from Infogroup Targeting Solutions and Yesmail Interactive found 68 percent of businesses will increase spending on data-related programs this year. Pitney Bowes released a separate but comparable report that suggested social media content analytics provides marketers with insights they can use long-term. So what’s a marketer to do?
Stop acting on intuition. Don’t assume you know what each customer wants to hear online without having data to back up your
opnions. If you serve hundreds of people every day, you can’t afford to overlook their motivations. Right now we talk about social media marketing and analytics as separate practices, but one doesn’t work without the other anymore.