Media intelligence is far more than just finding a few tweets or industry articles about your brand. As you’ll learn, media intelligence is a powerful tactic that can impact multiple areas of your business.
The implications of processing unstructured online data are that you can drive better decision making in areas of your business from product management to upcoming partnership opportunities.
To help you better understand the opportunities, I’ve called out 5 areas of your business that media intelligence helps inform.
1. Product Management
According to HBR, the best Product Managers create products with strong user adoption that have the potential to grow revenue and perhaps even affect the entire industry. This typically requires investing a lot of time in doing manual work: reading through industry reports, scanning editorial pieces, speaking with customers and gathering information from the customer service department.
Media intelligence saves time and effort by scanning conversations occurring digitally to surface trends taking place about various brands, products, and industries. It provides the ability to discover trending topics, conversations around your specific product including sentiment and even learn about new feature requests. By further segmenting your searches, you can zero in on a user base’s feedback faster.
2. Ad Targeting
One of the biggest make-or-break variables when it comes to your advertising’s effectiveness is targeting.
Before they had the kind of access to data that we enjoy today, advertisers relied on “gut feeling” to determine the types of users they should target. Today, advertisers have powerful tools to leverage the enormous amount of data available in making that same decision.
Effective advertising begins in the research phase. Skipping this step will be costly. When research is not done up front, organizations end up paying for it in the long run … literally. Research will eliminate the need to make the most basic optimizations after a campaign begins – and ultimately save you time and money.
Media intelligence allows marketers to scale their research to uncover various audience attributes, including all the places where conversations are occurring about any given topic, brand, or product. This provides you better insight on who you should be targeting and gives more context to understand where you can find the audience you’re looking for.
3. Customer Engagement
No one in your organization is as good at selling as your own customers. That’s why focusing on customer engagement – and user-generated content – is so important.
Media intelligence allows you to uncover trends and topics that relate to your brand, product or service that you might otherwise miss with traditional social listening methods. We’ve been able to draw new correlations between seemingly unrelated topics. This has given us the ability to inform our clients on topics that will resonate with their most important customer segments, whether it’s new content ideas, what will resonate with customers or different types of comments, photos or videos customers will be more likely to share as part of a user-generated content campaign.
4. Customer Service
When customer service issues arise, it’s common for users to lodge complaints on social channels, forums, and blogs. They may even ask others for help with a problem!
Social listening only paints part of the story. Don’t expect users to tag your company account or use a branded hashtag when they face an issue or have a complaint.
Media intelligence scours the Internet based on search queries we build to find more conversations and comments – and gets you a clearer picture of what’s being said.
There are many data points when it comes to customer service. Questions, answers and concerns can live in several places. Sometimes they exist on the Internet, other times they are locked in your company’s internal systems such as those used to place orders, CRM systems or even email. Some media intelligence tools enable you to upload your own internal data to start analyzing and spot trends faster. This is most helpful for identifying key focus areas to improve the customer experience or spot things you might have otherwise missed.
5. Partnership Identification
Many organizations rely on partnerships to support their marketing and sales efforts. Media coverage and influencers can be extremely powerful in building awareness of a new brand or increasing sales of a product.
Media intelligence can quickly uncover influential sources related to certain keywords, topics or themes. It can also prove or disprove assumptions around various events and sponsorships.
Some questions that media intelligence can help answer are:
- Are we missing out on any major editorial opportunities?
- Is our brand sponsoring the right events?
- Is our influencer marketing campaign resonating with our audience?
Finding answers to these questions up front will help determine if the investment in current or potential partnerships is justified or if other opportunities exist.
Overall, media intelligence is a powerful way to harness the capabilities of data in decision-making – without any organizational risk.
Using a partner for media intelligence requires no training for your team and no platform investment. Liquid’s team has the knowledge, the tools and the experience to find insights and bring actionable recommendations to you in an easy-to-digest format. We’ll help you spend your time focusing on what matters most while getting an edge on your competition. Ready to get started?
About Nikki Kyriakopoulos
Nikki is a Senior Digital Strategist at Liquid Interactive. Nikki creates strategies as well as monitor and analyze activities within various marketing, sales, and customer service platforms for local and global clients.