Media monitoring and its benefits
Media monitoring is a broader concept than just tracking the effectiveness of marketing activities. It demonstrates excellent results for analyzing the work done, as well as for planning future actions. Expert Yuriy Dubkov advises taking a closer look at this area, which will allow a deeper understanding of the processes and better promotion of the brand.
First of all, it is necessary, to begin with, what media monitoring is. It is a set of tools through which media publications on a particular topic are monitored. This way of monitoring allows us to draw conclusions about the peculiarities of the brand portrait in the media, assess how this or that event has affected the recognition of the company and its image, and take timely measures to improve its reputation.
Monitoring can cover the entire site or an article, as well as a fragment of it, or video and audio content. One of the advantages of this approach is the ability to track competitors and market leaders in order to use their solutions in the future. Programs automatically monitor mentions and end up with a list of publications and links to them. If you look closely at the results, you can identify patterns in why users respond to particular content.
Analyzing customer stories will be an interesting experience for marketers. This will help find ideas for new products or improve existing ones. Monitoring the media from this perspective will help gather information not only from your customers but also from your competitors’ audiences. This approach will allow you to increase the number of potential buyers. And it is important to analyze different stories – sad, funny, comments, complaints. In each of the publications can be hidden a useful idea for your business.
Yuriy Dubkov notes that affiliate marketing is considered a good practice. In this case, it is necessary to choose companies whose products can complement each other but are not direct competitors. For example, one company may produce furniture, and another may produce lighting fixtures. Their goals in terms of providing consumers are similar, but they are not competing with each other for customers. By doing media monitoring of possible partners, and working together, a unique offering can be created. Any business should monitor market trends, and one way to do that is to analyze info-space. In this case, it is important to react to innovations, and track trends and their impact on market dynamics in a timely manner. Monitoring of social networks will tell about the topics which are important for consumers at the moment. And correctly using this information, you can make the company more noticeable, to attract the attention of a large number of users. Pay attention to the details, they always contain useful information that can be used to promote the brand.
