Managing audiences across social media platforms: Insights from Dmexco

The state of social media is completely different to what it was five years ago. With the emergence of social networks such as Twitter, Snapchat and Instagram, marketers have an abundance of opportunities to engage with audiences.

Every minute 300 hours of video are uploaded to YouTube and 347,222 tweets are sent. So how should brands be using social media to target consumers?

At Dmexco, The Drum spoke with representatives from five companies to learn how they are managing audiences across these different social media channels.

According to Aaron Goldman, chief marketing officer at 4C Insights, as consumers now use multiple digital devices, he recommends marketers to “take advantage of that behaviour” and synchronise the advertisements across screens.

Ryan Storrar, head of media activation at Essence said it’s about using a combination of the right formats and messages to deliver the most impactful media.

“In terms of managing audiences across channels, we define the audiences centrally and utilise channels as the mediums through which to reach them,” he said.

For Michael Kahn, chief executive officer at Performics Worldwide, it starts with understanding consumer behaviour and the journey – and then developing a strategy around that.

“We’ve set up our teams to understand the journey, understand the platforms and design the strategies that are leveraging data and delivery to reach those consumers along the way,” he explained.

Watch the full video above.

For more Dmexco insights, check out The Drum’s coverage here.

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