This is a guest post from Colin Grieves, Director of Strategy and Propositions, Data and Analytics, Experian Marketing Services.
Long-established advertising models have undergone considerable change in recent years – as brands attempt to maintain importance and relevance to consumers whose behaviour is evolving in the context of modern technologies and trends.
In the past, the norm has been for agency teams to work in silos across their respective channels – so the mobile team looked after mobile campaigns, the print team looked after print and so on. While there were of course broader campaign themes, the channels were largely independent from each other.
Such an approach doesn’t fit with today’s consumer, who is increasingly looking for tailored, personalised interactions from brands. Increasingly they share information about their likes and interests with brands – and then expect these brands to use this information to make future campaigns more relevant for them and their peers.
The brands that have invested time in attracting the right Facebook fans now need to make the most of them. They also need to listen to what they have to say. The right brand advocates on social platforms such as Facebook can, and should, become your best advertising executives – they decide what content works for them, share with their networks and influence the perception of your brand online.
Organic content, effectively created by your brand advocates on social media, is your window into the world of the consumer and gives you direct insight into what works. Brands with a presence on such platforms need to understand what their online influencers are liking and sharing and make sure this intel is shared across other platforms.
A travel agent, for example, can use Facebook analytics tools to gather insight around which of their posts and activities have been the most influential among their followers; that is, the content that has received the most shares, comments and likes. This information is highly valuable, allowing a brand to:
- Share the data with wider advertising teams – ensuring that a print campaign focuses the destination with the most social buzz
- Inform future Facebook advertising campaigns – with the specific holiday / destination / airline used to drive greater traffic and interest
According to Experian data, 13 minutes of every hour online in the UK is spent on social media sites – so social must not be neglected. Ultimately, breaking down existing silos and sharing valuable social data internally is what will drive tomorrow’s most compelling and engaging campaigns.