ADOTAS – Social media usage is more intense than even the most aggressive pundits could have predicted. New McKinsey research highlights a dramatic increase in the intensity with which people use digital devices and platforms. Nearly 50% of U.S. online consumers are now advanced users of smartphones, social networks and other emerging tools — up from 32% in 2008.
More important, social media is significantly more interactive than traditional media. Unlike TV, or even the web, social media users are not just consumers of information or entertainment – they exchange billions of messages, posts, links, photos and reach out to others via check-ins, likes, follows, etc. providing immediate feedback on their online and offline experiences.
The interactive nature of social media opens up new tools for advertisers and marketers to better reach and engage their audiences in ways not afforded in traditional search and behavioral targeting technologies — two-way dialogue. For the first time, advertisers can manage all their media efforts in an integrated manner.
However, despite the opportunity to act on this information, many marketers are not realizing the full potential of their social presence and advertising campaigns to optimize and improve performance. By leveraging the deep and actionable insights that can be gleaned from social media, advertisers can better manage their other channels.
Let’s take a deeper dive into these missed opportunities and how advertisers and marketers can learn through social media to improve their digital campaigns.
Gain actionable insights. The social data pool is enormous. Public information shared on these sites provides a level of understanding about our customers unlike any we’ve had at our fingertips before. From this data, we’re able to extract a true understanding of the social user landscape and utilize that information to realize maximum results.
Re-define your audience for better targeting. This wealth of knowledge also allows marketers to precisely identify and target their audiences on a faster and more relevant level. We’re also now able to redefine our audiences in real-time to adjust any misunderstandings regarding audience and improve performance.
Give your audiences creative gold. By gauging how others have responded to creative, we are able to adjust the ads being served on the sites to ensure the right image and messages are being delivered to the right audience and improve response rates (i.e. Likes, shares and comments).
Use your social audience as a mini focus group. Once your audience is clearly defined (and redefined), you can analyze their responses to gain insight into what they like and dislike, where they are when they’re offline and how they will respond to future campaigns. This information can then be applied to your audience on a larger scale.
Take your online knowledge offline. The unique characteristic about social media is that you don’t just learn about your customers’ online social habits, but also what they’re most interested in offline. Take the knowledge you gain from your focus groups and apply it to offline advertising campaigns—your TV, radio and print campaigns will thank you.
With social media usage expected to increase, and as new ways for sharing information and interests continue to emerge, it is very important for marketers and advertisers to gather and analyze this vast mountain of data, using the new technologies we’ve spent years perfecting. Advertisers can then engage in actual dialogue with our customers.