Using media intelligence to guide business decisions

Like any business function, communications and media intelligence need to have a positive impact on the bottom line to remain relevant.

The ability to use analytics to drive strategic decisions within your company is a key consideration when implementing media intelligence plans. Any strategy undertaken by your department needs to be designed in a way that can help guide the firm towards success.

Measuring and analysing social media, print, broadcast and other platforms is a waste of time if the data collected is not being used to make strategic decisions and support the achievement of objectives.

Fortunately, it is not difficult to drive business success through media analysis if the right considerations are put in place. Here are three key tips for utilising your media intelligence to improve company performance.

Driving strategic marketing

One of the most important functions of media monitoring is the ability to develop more effective marketing campaigns. The analytics you collect through tracking traditional and digital media platforms can help you discover where your most valuable audience members are.

When you know which platforms contain your more engaged consumers, you can then ensure your marketing reaches them where they are.

Additionally, mining forums, social media and feedback can give you an in depth knowledge of the language you should be using and the topics most important to your audience.

If you understand what people are saying about your and your brand, and the real world language they are using to discuss it, you can use this same vocabulary to more effectively connect with consumers.

Knowing what your customers think are important will enable you to drive more strategic decisions related to market releases, product development and targeted marketing campaigns.

Supporting business innovation

Innovation is another key consideration when creating a strong media intelligence strategy. With the right view on media discussions, such as monitoring the industry as a whole rather than just your own brand, you can even begin to beat your competitors to the market.

The instant you uncover a potential problem or desire within the industry, you can begin developing a solution. With a fast turnaround, you can fulfil the requests of your wider audience before your competitors are even aware the issue exists.

Communicating the ROI to the board

In some cases, you may be acutely aware of how your monitoring strategies can help the company, yet struggle to communicate this to the decision makers within your organisation.Similar to the point above about talking to your audience with the relevant words, you need to be speaking the right language when talking to your company's decision makers.

It is important to understand what drives your company's strategy. What are the overarching objectives of your organisation? Can you present a report that combines both the media intelligence data and how it connects with these values and strategies?

Once you have this strategy in mind, it should be simple to deliver tailored reports that can communicate the value of your media analytics.

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