Audience Intelligence and Social Media Segmentation offer several strategic and tactical benefits.
Deepen consumer understanding
As discussed, by surfacing consumer affinities and lifestyle choices, Audience Intelligence reveals a consumer context that is clearer, more actionable, and more consistent with human identity and motivation.
Keep pace with an ever-changing consumer
Due to its real-time nature, social media-based Audience Intelligence allows Brands to keep their finger on the pulse of rapidly changing consumer needs and preferences. Especially as consumers live out more of their lives on the web – as pronounced by the current pandemic – Audience Intelligence is a critical tool.
Campaigns and content
With a clearer understanding of your consumers, Audience Intelligence helps you craft more resonant campaigns and content that champion, educate, and support your audience’s lifestyle. Over time, by producing such meaningful content, Marketers stand to strengthen brand affinity.
Of course, your audience interacts with other brands when exercising their unique behaviors and interests. Co-sponsoring with the right brands increases engagement, further strengthens brand affinity and identity, and sends a clear signal to consumers that you acknowledge, understand, and support their way of life.
Like partner selection, audience Intelligence can show you the macro and micro-influencers who are most effective in catching your consumers’ attention and spreading key messages or trends. Identifying key influencers helps you amplify your message and authentically support your audience’s behaviors.
Additionally, by showing you where consumers prefer to receive their news and information, Audience Intelligence can inform the best media and web channels for distributing your messages.
Lastly, but importantly, your audience seeks human to human interaction. Because Audience Intelligence can surface your target audience’s most popular in-person experiences, Brands can use this information to select the most impactful events to sponsor. By facilitating interactions between like-minded people, Brands can tap into a feeling of shared connectedness in a real, tangible way.