Understanding the audience you seek to convince about your brand’s offerings is a core component of every marketing activity. We believe that when it comes to audience understanding, more is better.
The Global Web Index conducted research that indicates that development of technologies is leading to fragmentation of customer journeys, this means that brands need to be able to effectively reach out and talk to customers across multiple touch points, a feat that can only be accomplished by gaining a deeper audience understanding.
The Dentsu Marketing Cloud Product Suite is a flexible ecosystem that can ingest data and connect with other platforms. In order to gain a deeper audience understanding, we can use it in conjunction with platforms that specialize in the multiple avenues mentioned below to get a comprehensive view:
Audience Discovery:
Audience discovery is an important aspect of any marketing activity, failure in discovering the right audiences for your brand can lead to huge losses in the form of poor campaign performance and wasteful marketing budgets.
Dentsu Marketing Cloud Explore
DMC Explore is powered with audience insights from a multitude of data sources. Our robust algorithm will help you determine what the affinities of various audience cohorts are depending on their demography and consumption patterns. To get a comprehensive view of our data lake and the uses for each data point click here.
Market Finder is an intelligent audience-based market locator that helps you identify your potential global, national, and regional markets.
You can discover potential/untapped markets for your brand based on interest consumption globally. This insight can then be used in conjunction with DMC Explore to target new audiences.
Social Listening:
Social listening allows you to understand your target audience and industry, discover new leads, and engage with your audiences through your brand’s social media pages and profiles.
Sprout Social has social listening capabilities that allows you to gain a deeper understanding of your audience. It analyses your audiences on social media platforms and presents you with demographics reports along with trends, this can help you curate and create content that resonates with your audiences across different platforms.
DMC Explore gives you a view of what your audiences are interested in and what their in-market affinities are, you can couple this Sprout Social’s social listening capabilities to gain a deeper understanding of your audience’s sentiment towards your brand.
Social Media Analysis:
Social media analysis helps you understand what content is driving positive responses from audiences.This helps you know which posts, stories etc. have more positive views and then improve your social media communication and content on the basis of that.
Talkwalker is a social media analytics platform that uses AI-powered tech to help marketers monitor and analyze online conversations in real-time across all relevant social networks, news websites, blogs and forums to help them to optimize the impact of their communication efforts.
DMC Campaign Planner can be used to activate campaigns across the Facebook family of apps. Once these campaigns are live on social media you can track the audience’s response to them via Talkwalker’s Share of Voice metrics and use that in conjunction with DMC’s optimization tools to improve and understand the performance of your social media ad campaigns.
Consumer Trends:
A brand that aligns with dominant values stands a much better chance of success in connecting with their audiences and convincing them of the value they bring to the table. Keeping a track of consumer trends helps you better align your communication to the audience’s wants.
Platforms like Think with Google etc. help brands and marketers understand what the current consumer trends are in the vertical and can help a brand come up with meaningful insights that will help understand an audience’s current needs in a particular market.
You can peruse Think with Google to identify emerging trends for your industry and use that as a guide for planning your campaign strategy. For example: Emerging trends on Think with Google suggest that Q4 would be the most ideal time period within which you can elicit desired audience behaviour, you could now use DMC Explore (Audience Lens) and DMC Campaign Planner to launch plans with relevant interest targeting and budgetary guidelines.
Competitive Analysis:
In the highly competitive digital landscape, it is important to have an edge over your competitors. To ensure that we stay ahead of the curve, consistent and conscious competitive analysis is a must.
You can leverage tools like the Google Keyword Planner to gain an insight into which keywords have large search volumes and what the competition is for ad impressions, to help you come up with an effective bid strategy for your campaigns.
The keywords as per search volumes and competition you identify on Google Keyword Planner can be used as additional Core keyword inputs on DMC Explore (Audience Lens) to strengthen audience discovery and also use it as inputs on DMC Explore (Topic Lens) to gain further view of the alternatives that audiences are searching for.
For any queries about the Dentsu Marketing Cloud Product Suite, write to us at dmcsupport@dentsu.com.
