In our current climate of over stimulation it’s becoming more and more difficult to develop media campaigns that harness consumer attention. There is no doubt that the success of a media campaign is its ability to standout from the noise and encourage consumer engagement.
So how can this be achieved? Well, one way is though the use of data. Data can help organisations make informed decisions about how and when to place an ad. Whilst this may seem intuitive, research shows that many organisations are either not doing this or are doing it incorrectly. In fact, some research states that up to 62% of business have no data analytics strategy.
So how can this be improved? Many of the forums used in digital marketing have their own built in analytics. For instance, there is Google Analytics, Facebook Insights and Instagram Insights. Additionally, there are many third party resources that can be used to gain an in-depth understanding of how consumers engage with social media, these include; Hootsuit and Later amongst many more.
Moreover, when it comes to more traditional media campaigns it’s interesting to see how data and digital innovations are being used to drive decision making. An example of this is MOVE– “MOVE (Measurement of Outdoor Visibility and Exposure) is a web-based interactive planning tool for media buyers, advertisers and outdoor media operators.”
The clip below shows how data can and should be used by marketers when it comes to implementing purposeful media campaigns.
So as marketers would you or do you currently adopt these data driven practices to help boost consumer engagement? If not, why not?
XS
It's Sophie 
I’ve recently started up a new business and I would definitely look at something like this. Do you know if it cost much to set up?
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I Frankie, thanks for your comment. Many of the sights such as Facebook and Instagram offer free analytics. Additionally, you may want to have a look and see if Google Analytics would help you, particularly if you are planning on having a website. You just need to make sure that when you set up your accounts that you do it as a business account. When it comes to scheduling apps, prices can vary but there are also free options out there. I’d love to hear how you go after employing some of these tools into your own business and if you feel it helps you.
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I don’t personally use these, but I think they’re very valuable tools for businesses, as they can help create measurable goals!
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So true! Thanks for reading 🙂 And you never know, you may start to use them in the future or if you start up your own business.
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I use all of these tools for my work and they’re awesome! They’re really easy to access and understand. Particularly Google Analytics, Facebook Ad Manager & Insta Insights. Thanks for the great read! 🙂
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Thanks for reading, and it’s so good to hear that you have had a positive experience using these tools.
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I think data can definitely help companies to set goals for growth! 🙂 great post sophie!
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Thanks, yes it helps with tracking as well as setting targets!
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Interesting post! I personally am intrigued by these data analysis tools. I use Shopify’s analysis tool and Instagram Insights, which provides me details on my customer base such as trends and predictions, helping me make accurate decisions for my target market and for supply management.
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Oh cool! It’s always interesting to hear how people use these tools! Its great that it has been able to help you make informed decisions!
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