STREAMING/DOWNLOADABLE VIDEO. Most marketing campaigns are developed around guesswork. The brand or agency in question makes broad assumptions about audiences and their behaviors because qualitative market research is often cost prohibitive. But thanks to social technologies, every marketer now has access to cost-effective consumer research – that of online conversations – that can uncover the important insights that drive your customers to engage and even purchase.
In this exploration of social listening and monitoring techniques, Jason Falls will explain the difference in monitoring versus listening, show examples of insights gained by analyzing online conversations and illustrate how you, too, can take the guesswork out of digital and even broad scale marketing campaigns.
Filmed August 11, 2017.
Clip: How careful analysis of social updates on dinner can inform content development
Clip: How understanding the audience involves digital spycraft
Clip: An extended call from Jason’s dear mama
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