Global AI-powered social media marketing company, Socialbakers has released a new guide that helps marketers make actionable decisions based on the numerous data points surrounding their audience. 2020 and the global pandemic have upended the digital marketing landscape and consumer behavior. Marketers are in dire need of updated behavioral changes, in order to create a better framework to reach their audience effectively. Here are the key highlights –
Socialbakers surveyed 264 marketers from around the world and discovered that 40% of marketers require more information on audience insights. This was their top priority in terms of information requirements.
How much did consumer behavior change?
The pandemic and the subsequent lockdown measures had a dire impact on the way consumers interact with brands. Since many were confined to their homes, habits gradually changed.
Currently, marketers are finding it difficult to keep up with the current changes.
Where does audience research begin?
Defining Marketing Personas
The Importance of Connected Data
Two forms of data
Structured audience data
Unstructured audience data
Additional data sources
Digital data can be enriched with additional data sources to strengthen the analysis and adjust the brands’ marketing personas for accuracy. Modern research takes place instantaneously and marketers’ priorities should be based on instant feedback from first-party data. While behaviors won’t change drastically, marketers should be ready to adapt in an instant.
Audience research tools
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