If there’s one truth at the heart of modern marketing, it’s this. Brands no longer own their stories. Consumers do.
Brand perceptions that were once formulated at the boardroom table are now in the hands of consumers looking to the digital space to share their opinions, recommendations and needs. The narrative that defines your brand is then created through conversations between consumers and evolves in seconds.
At a time when consumers rely most on the advice and recommendations of their peers, one of the best investments employers can make is to better understand their consumers. This is where insight-driven marketing enters the strategic horizon and consumer needs come to the forefront.
The need for insight-driven marketing
In the past, consumer insights were rarely based on static data gleaned from time-consuming processes such as surveys and polls. With billions of new posts uploaded to the internet every day, organizations have countless opportunities to learn more about their customers. But almost overnight, brands have become overwhelmed with digital sources for more dynamic insights. According to him, from his 60% to his 73% of all data in the company is not used for analysis. forester consulting.
To stay competitive and relevant, businesses need sophisticated ways to keep pace with consumer conversations across all channels and markets. This is why insight-driven marketing is so important.
Using artificial intelligence, advanced data structuring, and other technology-forward capabilities, insight-driven marketing can point the way in that chaos. This gives executives a better understanding of what really matters to their audience, which can help them make better business decisions.
The Key Role of AI in Insight-Driven Marketing
Next-generation AI and large-scale language models are now streamlining the process from noise in data to actionable insights.
Natural language processing and visual analytics provide marketers with advanced tools to understand brand stories and perceptions in real time. AI-powered tools, such as pattern-detection algorithms and digital “assistants,” will also give marketers more contextual intelligence, allowing them to better predict what will happen next.
As AI continues to advance rapidly, there has never been a better time for organizations to adopt cutting-edge solutions. These enable brands to future-proof their operations with features like trend-spotting, viral content forecasting, and campaign ROI forecasting.
Solutions for enterprise-level challenges
The benefits of insight-driven marketing are realized in tandem with your business growth. Brands that implement data-driven marketing at scale report being able to increase net sales by up to 5% and increase marketing efficiency by up to 20%. McKinsey & Company. Still, with more benefits comes more responsibility and more chances of leaking important information.
Insight-driven marketing solutions give executives a holistic view of consumer data sets across key elements of their business, including marketing, public relations, strategy, and research and development. But all that information loses its potential utility without the systems and teams to analyze it and make it available to key stakeholders and decision makers.
With so many potential knowledge dropout points to consider, large businesses need customized solutions for successful insight-driven marketing. However, only solutions that combine cutting-edge tools and premium services can meet enterprise-level needs.
actual result
Many industry-leading brands have already won the market by applying insight-driven marketing at scale to deliver transformative results.
Since 2016, Shiseido has integrated and optimized an international multi-brand social media operation with an enterprise-grade suite of solutions. Shiseido has integrated over 200 users into his single suite with integrated datasets and custom analytics dashboards, providing a single source of truth about customer needs and perceptions. bottom. “We were able to create a globally consistent KPI framework for him, moving marketing objectives from profitability to tying return on investment,” said Amit SVP, Global Head of Analytics at Shiseido. Mr Naik said.
Haleon manages a portfolio of more than 25 owned brands available in 170 markets using enterprise-grade social intelligence solutions. “Today, our brands are more competitive because they can provide insights that no one else in the industry can match,” said Danny Gardner, Social Intelligence Lead, Haleon. “And we do it quickly.”
Globally connected social intelligence extends the benefits of insightful marketing across brands and teams. So while the sales team for Hareon’s dental division saw his consumer research efficiency improve by 80%, his social media team for one of the company’s ointment brands leveraged insights to simultaneously increase engagement by 272% year-on-year. promoted a % increase.
for the future
As the most powerful force in brand management today, consumer conversations can influence business decisions at every organizational level. Only insight-driven marketing enables organizations to put the voice of the customer front and center at scale. And as their core technology advances, brands will have an ever-better opportunity to understand their consumers.
learn how The Meltwater Enterprise Intelligence Suite helps organizations put the voice of the customer at the center of their marketing.
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The views reflected in this sponsored article are those of the author and do not necessarily reflect those of the global Meltwater organization.
