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5 Essential Elements For digital marketing agency hk


4 reasons that agencies should utilizesocial listening

2020isan eventful year for change.Increasingly, the brandsweare familiar with and trustare beingcalled uponfor a more importantpart in shaping the worldthat welive in.

More than ever ,agenciesrequire a better methodto listen.Inourlatest industry report,agencies that make use of social listeningcan help their clients createmore value, understandtheirmarkets, and createmore engagingwork.Conversely, those who choosetoleave out social listeningareforced to rely on theusual heuristicsalone.

Are you stillnot convinced?Here’s four reasons why you or youragencyshould be investing in social listeningnow.

1. Finding valuable consumer insights

Intoday’s highly connected world companies mustbeaware of their consumers desires, needs,and views.

For instance, themost discussed topiconour digital marketing agency report wasthe relationshipbetweenbrands and consumer insight.Consumers speak up about the challengesagenciesare in a position to address, and they’re becomingmoreoutspoken than ever.

Conversation Clustersisan easy-to-use datavisualization toolthat can help youquickly understand, discover,andvisualize the context aroundany topic at aglance.

In conjunction with social listeninginformation, agencies can helptheirclients in establishinggreater, more meaningful relationshipswith their clients.

Social listeninghelps agencies findthe data that will givethem anadvantage.It could lead to asolution toa problem inan overlooked demographic or offer a new perspectivefor a product in support ofthe pitch of an idea.

For one agency, it was a cleverresponse to a lockdown craze.By tapping into the overwhelmingsuccess of thegame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most impactfulcollaborations oftheyear.for five weeks, game playershad the opportunityswap their turnips – -one ofthe game’s most valuable itemsfor food – into actual food donations(aamount of around $25,000).

Ultimately, agencies that use social listening to gather consumer insights are better placed to frame their client’s goods and services in a contextually-relevant way.

2.More accuratemeasurement

Before the advent ofsocial media in the past, most advertisingand communication companies relied onbottom-line metrics like salesto gauge the effectivenessin their advertising campaigns.While there’s nothingnegative about that,it can be a bitofan imperfect instrument.

In the present, agencies requiremore flexible ways to modelandunderstand the valuetheyprovide totheir clients.Paying attention to social mediawill give your agency morecontrolover campaigns from clientsby allowing instant feedback from multipleinteraction points.Additionally, it allows you to segment into groups, stratify and prioritizechannels thatgive you themost useful information required.

To start , forinstance, you can geta high-level viewon the impact of acampaign or hashtagorother talking point that includesan engagementmetric likepotential reach.You can thengo deeper.The ability to concentrateimportant streams of datathat come fromFacebook, Instagram, Twitter (plusan array of otheroffline sources)gives you a thoroughinsight into how people feelregarding your company and their creative.

The ability to determinethe individuals who are expressing what opinions and -more importantly – howtheyperceive your customers,using a tool like the analysis of sentiment, providesa fantasticinstance of how effective methodsoffeedback through social listeningcan help organizations stay ahead of the curve.Our study on industry research foundan evident connection betweenpositive reviews for an advertisingcampaign – Nike’s “You Can’tStop Us’ advertisement -and sentiment for the agencywhich created it, as anexample(Wieden+Kennedy).

Topic analyticswill help you identifyrelationships between topics, givingyou a visual approachtoillustrate important connections.

3. Crisis management

The voice of the consumer is louderthanthey’ve ever been.Plus, that voicecan be heard everywhere,inreal-time.

You would expect thatcrisis management is an integralpart of social listening.Companies that spot problems beforetheyarise have an edgeover theircompetitors.In addition, they are able tosecure their clients more effectively.

A sound strategy for social listeningaids organizations in avariety of situations for crisis management.The complaints of defective products can becomeactual conversations, which address issues, gather information, andrectify negative sentiment.Unexpected shifts in public opinioncan be managed.Feedback on poorly-received creative becomesa guide to adjust onor, inserious cases seek a new direction.

In the end, social listening can helpagenciesact as guardians for thebrands theycollaboratewith. Ithelps keep clients informedof any issues they mayhave missed , and gives theinformation needed to createan appropriate and well-informedreaction, working together.

4. Competitive intelligence

Our report on industry trends for agencies examinedtheissues facing the marketin 2020.As the pandemic plunges the world’seconomies intouncertainty, agencies are increasinglyfinding new ways to innovateandexcel. Competitive intelligence isamongthem. Inthe simplest sense, social listening tools lets youget into the most importantconversationsthat people aren’t having withyou.

Yourcompetitors havedifferent strategies and methodsfor success.Likeyou, they’veput inboth time and money into developing these strategies.With social listening, agenciesare able to participate in critical discussionsabout why and howother brands succeed:

  • What’s the driving force behind the successof aspecificcampaign?

  • How can brands leveragespecific media to makethemostimpact?

  • What is your benchmarking strategyagainst the market?

With a well-designedsocial listeningsystem it is possible to incorporate competitive intelligenceeasily integrated into your go-tomarketstrategy. Without it, your agencywill be compelled to actwith no informationto navigate through a constantly changingworld.And ifDarwingave us any lessons, it’s that only thosespecies that can adaptendure.

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