Although analytics go hand in hand with digital marketing, some marketers haven’t delved into the different types and capabilities analytics can offer, such as social analytics.
In recent years, social analytics has become a go-to source for consumer insight. It can tell us what consumers are or aren’t interested in and also help predict which offers or new products will be profitable in the future based on a consumer’s online interactions. With the help of social analytics, marketers can get a better understanding as to why a consumer may have opened an email but didn’t click or why they browsed a website but didn’t make a purchase.
However, this information is only brushing the surface of what’s possible for social analytics.
With all the tweeting, posting and sharing on social media marketers can learn a lot about how consumers perceive their brand but what will take social analytics to the next level in the future? It’s time for marketers to not only take note of all the opinions flying around social media but use next-gen social analytics tools to discover what consumers care about. Whether the conversations are surrounding your brand or not it will help form better ideas for offers, targeting and much more.
Get real-time campaign performance feedback
The best part about social media is that it’s what people are talking about at that very moment. A marketer can easily discover which part of an ad had a connection with the consumer or what changes they need to make to a campaign and can make those adjustments in real-time.
Learn why customers purchase what they do
With the ability to see what consumers are saying about products across many social platforms at once, marketers can get a full grasp of what influences consumers to make purchases. Marketers can use that information to better target their audience with future campaigns.
See competitors customer feedback first-hand
It is always a good idea to keep an eye on a competitor’s customer feedback as well. It can give marketers a great opportunity to adjust their campaign strategy and target those users that showed the most interest or dissatisfaction in a competitor’s product. By checking out the feedback from competition, marketers are essentially getting “free” feedback without the complaints to go along with it.
Nip problems in the bud before they escalate
Social analytics can help with both a customer perspective as well as financially. By using next-gen tools it is easier to see how marketers, investors, etc. should prioritize their investments. If a product is clearly not selling, a marketer can remove it from their website or change their offer before they lose much money during production.
Find out what other brands consumers are talking about
Not only can next-gen social analytics tell marketers what people like about competitor’s brands, it can also help find any new competitors and unique ways to market your brand. What are people excited about and how can you incorporate a part of that into your own campaign?
Thanks to next-gen social analytics, marketers have a wide scope of what consumers are thinking, good or bad. They can focus on social conversations that matter and will improve ROI. As the age of social media continues to thrive, it is more important now than ever that marketers focus on the abilities of next-gen tools and implement them within their campaign planning.
Written by Erica Lievens
Source: yeslifecyclemarketing