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If you want on-trend content, you need to listen to big data

by | May 12, 2016 | Advice & Tips

big data

If your head is buried in a pile of paperwork or you’re running from meeting to meeting, you may be missing out on a critical business tool: big data. Knowing what your customers are saying, which trends are developing (and which are fading) and what your competitors are doing can give you a distinct marketing advantage. The gathering of this information is called social listening. It’s not always easy to get, but it is always insightful.

Too many marketers ignore big data. They invest ample resources in campaigns that miss the mark. Or they learn too late that their product’s reputation is less than stellar. I sound like my third-grade teacher when I say this, but they wouldn’t be in that situation if they had been listening.

Social listening gives you the data you need to make informed decisions. It gives you unparalleled market insight into your customer’s thoughts, feelings and actions. It tells you which content is being shared and which is being ignored. It fuels your own high-performing content. Best of all, having all of this relevant data gives you peace of mind and helps you avoid costly mistakes.
It doesn’t matter if you sell to a global market or a local neighborhood, the big data received from social listening makes you a better marketer. Understanding the trends and hearing about your industry in your customer’s voice gives you the insights needed to produce more effective campaigns.

I recommend that all of our clients invest in social listening because it helps fuel media-worthy content. Every media outlet is scouring the internet looking for the latest trends. They each want to be the first to report on the next big thing. We love filling their needs with client stories that are the perfect match to the latest trends. Social listening provides us the big data to do just that.

Get started by downloading our free report about American media trends. It provides eye-opening insights on where you should be spending your marketing dollars. And when you’re ready for information specifically targeted to your industry or product, call me at 952-697-5269. We can discuss how big data from social listening can help you stay a step ahead.

Written by Heather Champine

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 25 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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