Searching for Social and Marketing Data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

I ask the question: If we’re truly looking to connect brands with their target audiences, why are those nuggets of information only useful for one platform?  

There’s no reason why information about what your customers are seeking, uncovered through optimising your paid search strategy, can’t be used to feed into a video for social or a radio ad. For example, if I’m KFC and I get lots of complaints about my chips on Twitter, isn’t that the right type of customer query I should be able to respond to through TV, out-of-home and especially on an operations level?  

Oh …you mean KFC did do that? Bravo KFC, I forgive you for every time you gave me just gravy instead of potato and gravy.

 

Read the rest of the article on CMO here.

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