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Two-way dialogue will give you the best brand insights

With Gullan&Gullan's focus on 360º communications - that includes a strong focus on digital - we're seeing an insane amount of data as a result of the many metrics available for the online space. And with all these facts and stats at our fingertips, it's tempting to forget about the people behind the stats. Performance metrics can't tell you what motivates your audience to start a blog, share a video or post about your brand on Facebook.
Two-way dialogue will give you the best brand insights
Deeper insights relating to engagement and behaviour can only be gleamed from a consistent two-way dialogue with your target market over a long period of time. It takes effort from our side and patience from our clients who are willing to look to the long term to gain true, actionable insights. Such insights allow you to do three things,
1. Understand the hearts and minds of your consumers
2. Identify the key points they're talking about your brand
3. Activate them to amplify your message by appealing to what motivates them to share with their communities.

The best - and scariest - part is that once you can get to this level of understanding and have built deeper relationships with your target market, you will gain new insights about them that could completely change the way you communicate with them.

A report conducted by Baby Centre in the US called, "21st Century Mom Report", shows that the number of moms who use social media regularly has increased by nearly 600%. That's a big number, but to get to the real insights, the researchers dug a lot deeper and asked the following questions,
_What are these moms doing?
_Why are they sharing?
_How are they different from each other?
_What does it all mean for users, clients and business?

To get these answers, the researchers conducted a segmentation study and learned that moms who use social media regularly don't all use it in the same way, nor do they wield the same amount of influence. 18% of social moms account for 78% of the influence. The 80/20 rule.

But for BabyCenter and many of its clients, the most important insight is that mom bloggers, whom we know are powerful influencers, aren't the only fish in the sea. The study uncovered two larger segments of social moms who are also very active and influential, namely "field experts" and "lifecasters." This discovery opens up a host of opportunities for baby product marketers to explore.

Whether you're marketing to moms, dog lovers or soccer fans, the idea is still the same. Dig deeper into your data and have an ongoing two-way conversation to find out what really makes your audience think and do what they do and you will be empowered to communicate in a specific and personal way that will activate them to spread the love for your brand. Understanding these nuances will help you move from data to insight, and from insight into action, in a brand-centric™ manner.

7 Oct 2010 08:18

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About the author

Michael Gullan is the Managing Director and founder of Gullan&Gullan Advertising (Pty) Ltd. He has more than two decades experience at creating value for brands on client accounts from food and beverage, to cosmetics, mail order, medical, publishing and financial services. Gullan&Gullan's propriety brand-centric™ methodology forms the basis of every communication service Gullan&Gullan offer their clients, ensuring that the brand's core values are expressed in a congruent, consistent manner at every touch point. www.gullanandgullan.com, , 011 887 6591.




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