A brand’s voice across social media plays a significant role when it comes to brand perception. In order for social to help rather than hurt perception it is important for market researchers to stay on top of fan trends and steer the brand in the right direction. By monitoring a brand’s audience – and then using surfaced data points to drive positive brand experiences – brands are positioned for success.
Of course positive brand perception is important. If a customer likes you, they are more willing to buy from you. But how do you ensure positive sentiment around your brand? Monitoring audience data will allow you to understand when a shift occurs, why it happened and who is at the epicenter of the detractor group.
Who does this well? Mid-year rankings show that Amazon is at the top of the charts for positive brand perception in 2014. They listened to their audience and gave exclusive perks for high-value audience segments. From access to HBO content to music streaming and tailored recommendations in between, Amazon knows how to keep fans happy.
Despite the fact that rich audience data will provide a competitive advantage in growing positive brand perception, many brands still aren’t leveraging such intelligence. I believe it is because the majority of the big data tools in the current marketplace show you the what – not the who. Now it is time to understand the who. More than demographics, marketers must understand values and interests. Marketers must message customers around what they are interested in – and reward around those passions to build positive brand perception.
New tools for market research and audience insights provide marketers a competitive advantage by staying on the pulse of what the customer wants–and using that data to drive positive experiences. After all, when it comes to your fans, perception is reality.
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