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4 reasons agencies should usesocial listening

2020isan exciting year of change.It is becoming increasingly clear that the brandsweall know and loveare beingaskedto play a greaterpart in shaping the environmentthat welive in.

Today more than ever,agenciesrequire a better methodto listen.As we showed inourlatest industry report,agencies that use social listeningcan help their clients createmore value, be more aware oftheircustomers, and providemore compellingwork.Conversely, those who choosetodo nothingaredependent on thefamiliar heuristics and instinctsalone.

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

1. Finding valuable consumer insights

Intoday’s connected world, brands need tobeattentive to their customers’ requirements, goalsas well as their views.

A good example: themost discussed topicinour digital marketing agency report wasthe connectionbetweenconsumer insights and brands.Consumers have their own concerns thatagenciescan address in a way that’s becomingmoreassertive than they have ever been.

Conversation Clustersan easy-to-use datavisualization toolwhich helps youinstantly uncover, understand,andunderstand the context ofevery topic in a singleglance.

Armed with social listeningdata, agencies can helptheirclients to createstronger, more meaningful connectionswith their customers.

Social listeningassists agencies in identifyingevidence that can givethem anadvantage.It could lead to asolution toa problem inan untapped segment of the population or offer a new perspectiveon a particular product to helpa creative pitch.

For one agency it was a cleverresponse to the recent lockdown craze.With the help of the overwhelmingsuccess of the videogame Animal Crossing: New Horizons, Ogilvy Toronto delivered oneof the most influentialcollaborations ofthisyear.In five consecutive days, gamershad the opportunityswap their turnips – -one ofthe game’s most valuable componentsand then donate them to food banks(asum of $20,000 worth).

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

Prior to the adventsocial media, the majority of advertisingor communication agencies relied onthe bottom line metrics such as salesto assess the efficacythe effectiveness of campaigns.While there’s nothing particularlywrong with it,you can end up using a bitofa blunt instrument.

In today’s world, agencies requiremore flexible ways to modelandunderstand the valuetheycreate fortheir clients.Paying attention to social mediacan give your agency greatercontrolover your client’s campaignsby allowing instant feedback from multipleinteraction points.It also lets you segment, stratify, and prioritizechannels thatgive you themost important information you need.

Forexample, you can seea high-level viewof the effect of acampaign or hashtagortalking point , along withan engagementindicator likepotential reach.From there, you canexamine the details.The ability to focuson the valuable data streamsfromFacebook, Instagram, Twitter (plusnumerous otheroffline sources)offers a broadanalysis of how your customers feelabout you and your creative.

Being able to identifythose who are speaking andparticularly – howtheyfeel about your clients,through a solution like”sensitivity analysis,” isa fantasticillustration of how effective typesoffeedback via social mediacan help agencies stay proactive.Our research on the industry foundthat there was a direct correlation between thepositive response to an adcampaign such as Nike’s “You’ll Neverstop Us’ adas well as the feelings of the agencythat developed it, as aninstance(Wieden+Kennedy).

Topic analyticswill help you identifyconnections between subjects, providingan effective visual methodtoillustrate important connections.

3. Crisis management

People are more vocalthanever before.Furthermore, their voicecan be heard everywhere,inreal-time.

It is not surprising thatthe management of crises is a majorcomponent of social listening.agencies that identify problems whentheyoccur will have an edgeover theircompetition.More importantly, they canensure the safety of their clients.

A well-designed social listening approachassists agencies in a widevariety of situations for crisis management.The complaints of defective products can becomelive conversations that can address issues collect information, identify issues, andcorrect negative perceptions.Sudden shifts in public opinionare now manageable.Feedback on creatives that are not well-received becomesa guide to adjust onor, inextreme cases choose a different path.

In the end social listening letsagenciesbe the guardians of thebrands theyworkwith. Itaids in keeping clients informedof problems they mightnot have noticed, and also provides thefacts needed fora measured and informedresponsein a collaborative manner.

4. Competitive intelligence

Our report on the agency industry looked attheissues facing the marketin 2020.As the pandemic forces globaleconomies intochaos, agencies arelooking for new ways to innovateandgrow. Competitive intelligence isamongthe ways. Inthe simplest sense, social listening tools allows you totap into the most importantconversationspeople don’t talk aboutyou.

Yourcompetition hastheir own systems and strategiesfor success.Similar toyou, they’veinvestedboth time and money into developing these strategies.Through social listening, companiescan get involved in conversationsabout how and whyother brands perform:

  • What’s driving the successof aspecificcampaign?

  • How can brands leveragespecific forms of media to getthebiggestimpact?

  • How can you gauge yourselfto the competition?

With the help of asocial listeningplatform the competitive intelligence of your customers can beseamlessly embedded in your go-to-marketstrategy. Without it, your businesswill be forced to make decisionswithout the right informationin navigating an ever-changingworld.IfDarwinhas taught us anything is that onlyorganisms who can adapt,are able to survive.

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