Adaptive Marketing at Scale
Reaching today’s connected consumers is more challenging than ever given the wealth of information and choices available to customers and the sheer amount of noise from other marketers. For brands, options for differentiation are shrinking and standing out amidst the noise is very difficult. Former market leaders now find themselves struggling against increasingly sophisticated low-price competitors
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TURNING INSIGHTS INTO ACTION AND MAKING MARKETING A VALUE CREATOR
Networked Insights offers a quick and powerful way to make data-driven, marketing decisions: SyncSuite. This collection of technology-enabled, value-added services enables marketing professionals — especially those without the necessary people, process or platform — to rapidly leverage real-time data to develop customer-centric marketing strategies.
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OUR EXPERIENCE AND YOUR INTUITION TO DELIVER RESULTS
SyncSuite is a series of robust analyses, performed at any stage of the marketing life cycle, that assess how synchronized brands are with their existing and potential audiences. This information creates a platform from which entire campaigns can be launched, measured and optimized.
SyncSuite has three distinct areas of focus
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AudienceSync
Evaluate the degree to which your company's marketing resonates with its target audience. Benchmark your brand's audiences against more general audience types to assess performance and know who is engaging with your brand.
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ContentSync
Uncover the "interest graph" of your brand's audiences and identify what affinities drive their engagement. Such affinities (celebrities, TV shows, movies, music, hobbies, other brands) offer insights that can be leveraged across the variety of marketing activities, improving the resonance of your advertising.
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MediaSync
Discover where your audiences consume content, and enhance your media planning with real-time consumer data. Whether your focus is traditional or digital media. MediaSync helps you continuously optimize the media plan and improve the effectiveness of your buys throughout the life of a campaign rather than waiting until afterwards it to measure results. Ultimately, MediaSync helps you achieve the minimum effective amount of media spend.
AUDIENCESYNC - DISCOVERING WHO YOUR AUDIENCE REALLY IS
Typically used in an initial stage of a Networked Insights client engagement, we use AudienceSync to assess the degree to which a company’s marketing efforts are synchronized with its target audience. Networked Insights’ analytics benchmark the targeted audience against other audiences to assess engagement. Additionally we use our discovery analytics to access our broader library of audiences and identify any previously untargeted audiences that might show interest in your brand.
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A CLIENT SUCCESS STORY
A beverage client was surprised to learn that a “young moms” audience was more engaged with its caffeine-heavy lemon soda than the primary target audience of “extreme sports enthusiasts.” Young mothers were drinking the soda to stay alert with their tots, thinking it was healthier than cola-flavored drinks.
HOW IT WORKS
Using AudienceSync in the first stage of the SyncSuite, our professional services team discovers who’s talking
about your brand, how they are talking about it, and then how to leverage that data to inform marketing decisions.
Types of Marketing Decisions AudienceSync Helps Inform
- Who's talking about your brand across social channels
- What they are saying about your brand, products and competitors
- How they feel about your brand and products
CONTENTSYNC - DISCOVERING CONTENT THAT RESONATES
Once Networked Insights has identified relevant audiences for your brand and products, we use our discovery analytics to identify other affinities, such as music, celebrities, hobbies and other brands, associated with these audiences. This information provides insights into other content elements to be highlighted in communications with the audiences — in other words, directly identifying the “interest graph.”
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A CLIENT SUCCESS STORY
A major retail bank asked Networked Insights to assess a television campaign targeting credit card customers. The commercials had significant social resonance on Twitter and Facebook, but had virtually no business impact on credit card activation. We identified the audience with which the commercial’s content resonated – they were older, more affluent women, more interested in home loans or investment advice and, importantly, they had made their credit card choices years before.
HOW IT WORKS
The second stage of the SyncSuite is about how to build relationships with the audiences discovered in the first stage through AudienceSync. Using ContentSync analytics tools, our professional services team discovers the content that resonates with your audience, validates your current content investments and strategies, and works with you on how to integrate these insights into your content marketing strategy.
Types of Marketing Decisions ContentSync Helps Inform
- Topics, themes and messages that will engage and build your target audience
- Content that can position you uniquely against competitors
- Events, spokespeople/celebrities and media that are your best opportunities
- Where you should focus and invest your time and resources
- Types and levels of content that will work with your audience?
- How people feel about your content
- Content that will be shared most actively
- How you can make the message interrelate with advertising
MEDIASYNC - UNDERSTANDING WHERE YOUR AUDIENCE CONSUMES CONTENT
With a factual assessment of audiences and the content they consume, as analyzed with Networked Insights' AudienceSync and ContentSync tools, Networked Insights professionals use discovery analytics tool to focus on how those audiences actually consume that content. A completed MediaSync analysis becomes the basis for how you allocate future media dollars to achieve the minimum effective spend in your media budget — in other words, the best bang for your media dollars.
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A CLIENT SUCCESS STORY
Using MediaSync for a consumer electronics company, Networked Insights identified three segments with very different media consumption habits. Using these segments Networked Insights was not only able to quickly identify the content that had audiences with shared interests, but also able to identify the most effective media channels to use. This resulted in the company staying within their budget and finding a successful alternative to reach consumers when faced with media exclusivity from a competitor.
HOW IT WORKS
The third stage of the SyncSuite is about how to build and amplify experiences with the audiences discovered in the first stage through AudienceSync and the content identified in the second stage through ContentSync. Using MediaSync, our professional services team discovers where your audience spends their time, informs and validates your media investment by channel, provides context for your media plan, and works with you to optimize your media spend.
Types of Marketing Decisions MediaSync Helps Inform
- Topics, themes and messages that will engage and build your target audience
- Which media channels they are most active on
- The media mix that is optimal to reach your audience
- How you can optimize your social, SEO, digital and TV buys to effectively reach your audiences