Today’s digital world has created new possibilities for marketers to engage with consumers in real time. In fact, it has become so convenient to do that virtually any company is now able to publish and promote their content in just a few clicks – making sure that it appears on the screens of their target audience.
But not surprisingly, it didn’t take long before many spammy advertisers began flooding social media platforms with untargeted messages and notifications. For instance, circa 90% of users think that there are more ads today than a few years ago and that those ads have also become more intrusive – resulting in a poor experience overall and low engagement rates.
This situation created challenges but also opportunities for companies willing to rethink how they create content and implement a social listening strategy to improve customer engagement. Simply put, social listening is a process which starts by monitoring signals and using intelligence to gather “insights from social data that can help benefit businesses and brands” according to David Armano, Global Strategy Director at Edelman.
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Better Interpreting Content Engagement with Social Listening
Social listening help marketing departments to assess whether and how customers engage with the content produced using metrics such as likes, comments, shares, etc. That’s invaluable data available free of charge which can be retrieved notably from both the hourly 17 million Facebook statuses posted and 21 million tweets sent. In turn, that information has the potential to provide marketers with enough insights to design and offer tailored interactions to individuals – a sine qua non to grab consumer’s attention and boost conversion.
Indeed, gone are the days when standardized content had a chance to support sales growth. Customers now require brands to deliver personalized messages across touchpoints to meet their needs and expectations. And doing so can impact the bottom line in a tangible way. For example, customized calls-to-action perform 42% better than generic ones – Hubspot.
On the other hand, failing to recognize the importance of social listening in content personalization and, as a result, delivering poor service can have disastrous consequences – leading to over 50% of consumers switching providers according to Accenture. This fact highlight how crucial it is for companies to leverage social data and react near real time not to be outcompeted. In the words of Jason Miller, Senior Marketer at Linkedin: “Arriving late to the conversation means you have missed your opportunity.’’
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Taking a Decisive Step Towards Personalized Experiences through Social Listening
While there is no doubt that marketers must offer individualized experiences, doing so in practice can still be a challenge. Fortunately, content engagement solutions can act as a guide to personalizing content using social listening. Those applications can combine predictive analytics and machine learning to better match the right piece of information to a targeted audience – streamlining content generation and ensuring that companies get rewarded for the time and efforts spent in the process.
Knexus leverages social data to personalize and deliver content that empowers brands to tailor customer experiences across digital touchpoints in real time – improving engagement and increasing marketing ROI.