How are you doing? Seriously.
If you have anything to do with an active marketing campaign, sooner or later you want to know if it’s working. The numbers come in, the surveys come back and you’re getting a clue. But then one evening at the gym, your TV spot shows up on all those monitors in front of the bikes. The spot ends and a complete stranger looks over from the next bike and says… ‘wow did you see that? That was awesome.’ Maybe it really IS working.
This Is How We’ve Always Done It.
Over the years marketers have taken advantage of all kinds of techniques to measure the results of a campaign. Were distribution channels stocked and ready? Did the advertising drop on time? Did the message resonate sufficiently to stimulate purchase? If you have a product in a store or online, the first thing you do is count. Did you move the merch? Did you get the calls? The clicks? The Likes? Did people sign up? These things represent the real jury of your peers.
And if it’s a brand awareness campaign, results are a little harder to measure. For this, we have surveys taken before and after a campaign. There’s a benchmark established before the campaign activity and a similar survey done after. How’d you do? Not the easiest question to answer.
In either case, sales analysis and surveys will tell you a lot about your campaigns. These are the tools managers have always used. But is it really enough?
Is Your Picture Of Success A Little Blurry?
If things didn’t go well with a campaign, you’ll know. But will you know why? You want to learn from your experience and do better next time. And if your latest campaign was a huge success, do you really know why? It may not be so obvious. Who knows, there may be some priceless bits and pieces of your effort that made you succeed, elements that you might not have considered. If you want to have that same success next time, you need to identify every little detail that made the campaign successful so that you can do it all again. Either way, you want your understanding of the campaign to be in perfect focus.
How to Get Campaign Insights from the Consumer Conversation.
With so much on the line, you’ll want to take advantage of anything that gives you an edge. The edge comes from listening to the online consumer. Online posts and comments make up the biggest conversation the world has ever seen, yours for the asking. What would you like to know? Would you like get a quick pulse on what people are saying about your campaign? A survey sample might not be enough. How about asking everybody! Anyone who has ever posted on Twitter, Instagram and most other social platforms may well have something valuable to say about your latest effort. And you can very easily listen in.
A wealth of insight is available, and artificial intelligence is the key. All of a sudden the analysis of your efforts isn’t so much binary as it is three dimensional. Let’s take a look at some examples of what this emerging technology can do.
Welcome to the Bigger Picture
Using large-scale consumer insights for campaign analysis is like a million close-ups. Put them all together and you get a very powerful picture of your campaign. It’s more real, more current, and more accurate than ever. Here’s a question: how often are people talking about your campaign? That’s clearly a valuable insight
With campaign insights generated from the consumer conversation, you can track your campaign hashtag, your brand name, how often your product is talked about…you might even look for mentions of key copy or promotional tags. Artificial intelligence can analyze a trillion messages and tell you.
Real People Can Be Really Emotional
And you need to know what emotions your campaign and your brand are evoking at any given time. The social conversation is real. It’s unsolicited and natural. No one is asking questions. But you are definitely getting answers. Let’s say you want to know how people feel about your campaign. How are people reacting? The first thing to look at is the basic sentiment around the conversation. Is it generally positive, negative or neutral? And from there you can dig into specific emotions associated with the conversation. Artificial intelligence allows you to look for specific emotive tags that may come up repeatedly. Beyond positive or negative you may find emotional or topical spikes that you might not have been aware of otherwise. You may discover that elements of your campaign evoke emotions such as:
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Again, these are the kinds of insights about your campaign that can only be discovered by working with the broad consumer conversation. This information can be incredibly valuable the next time your brand managers sit down with the creative department.
Our Consumers. Who ARE these people?
Of course, it’s not all about measuring the performance of active or past campaigns. You also want to make sure that you’re using consumer data to actually plan and execute effective, targeted campaigns going forward. And this starts by knowing what consumers like and don’t like.
Every day you go to work thinking ‘I know who my customers are. I have a very good idea of what they want and what they want to hear about in my next campaign’. You may be right. But there’s always more to know, and the online consumer conversation is where to find it. At a minimum, your understanding will be enhanced. On the other hand, your entire picture may be turned upside down. Here’s how.
Campaign analysis can reveal consumer affinities. In other words, what are your customers interested in? Measuring these affinities is something you might want to do before you sign off on your next marketing plan.Here’s a great example:
Pretty stunning if you’re about to make key decisions about your next campaign. All of a sudden your consumers are a lot more human.
The immediacy of intent to purchase
The goal of most campaigns is to get people to buy what you’re selling. But the consumer mind can often seem like a black box, making it hard for brands to know why someone buys your product over a competitors’. Luckily, social data can help here as well, by giving marketers insights into what factors — like price, ingredients, and reputation — actually influence consumer purchase decisions.
Campaign Analysis for the 21st Century
Everyone has a gut feeling about social media. Sometimes even the most sophisticated marketers say things like ‘it’s too much information’, ‘how could you possibly manage that much stuff?’, ‘there’s no way to make sense of it’, and ‘I’ve already got my hands full’. Understood. But with the development of artificial intelligence, this gigantic database of messages and images is no longer a giant, scary question mark. It’s the answer.
Find out more. Here’s the next step.