INSIGHT: Using data to improve social marketing

"Businesses must use customer insights to inform social and non-social marketing programs, and advance social marketing maturity."

Marketing leaders must learn how to convert social data into social intelligence to avoid losing valuable insight about customers and missing out on opportunities to increase revenue.

"Businesses must use customer insights to inform social and non-social marketing programs, and advance social marketing maturity," says Simon Bowker, Area Director, Asia Pacific, Teradata Marketing Applications Division.

“It’s interesting that marketing leaders are still struggling to convert their social data into meaningful insights that can help them increase sales, and win and retain customers."

Teradata advises five ways to start leveraging social data across a wide range of marketing channels:

1. Develop messaging and content

Monitoring what your customers say about you means you can tailor your social media programs to reflect their opinions and perceptions. The content is likely to resonate more.

2. Use social data for your creative

Social data can inspire creative across many channels. According to Forrester research, more than 50 per cent of social marketers curate social content to generate customer insights Forrester’s Q1 2014 Social Marketing Online Survey.

3. Use data to assist with media buying decisions

Monitoring customer sentiment and conversations across social channels can help you make better media buying decisions.

4. Identify influencers and brand advocates

Effective influence programs have always relied on marketers’ ability to find and motivate the most influential members within their target audience. Social intelligence is a key tool to identify those consumers.

5. React to real-time opportunities and threats

Increasingly, social marketing requires marketers to be more responsive. Social data tells you where and how to respond to your audiences.

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