In today’s tech-run world, reaching consumers has never been easier and more effective than with the wonders of the Internet. Why stick to traditional Above the Line (ATL) media of TV or print when you can grab the attention of your audience, any time of the day, at the click of a browser icon?
In light of this, brand management has become vital in establishing and upholding a company’s reputation. It was Jeff Bezos who famously said “your brand is what people say about you when you’re not in the room”.
For some, this can invoke cold shivers, bearing in mind that “the room” for brands is now forums and platforms like Facebook, Twitter and Instagram, and over 90% of Irish adults use social media. According to The Irish Times, this number is growing – along with accessibility, and consumers have taken up even more vocal power with the emergence of Influencer Culture.
Geographic segmentation and dissecting Irish audiences
No form of segmentation is as powerful alone as it is when considered within a bigger picture. However, there are some distinct differences in infrastructure, culture and topical themes, directly related to location. The a href=”https://www.pwc.ie/reports/irish-retail-consumer-report-2019.html”>PwC Irish Retail and Consumer Report, 2019 gave us some visibility into current behaviour and mindsets:
“20% of Irish consumers shop online weekly or more often from their mobile devices”.
This survey data is a helpful stepping stone for those looking to understand Irish audiences better, but there are simpler ways to gain far more valuable psychographic, behavioural and sentiment insight with regards to this exciting market – using technology.
With the ever-evolving digital landscape moving fast, the task of gaining valuable insight from real-time data can be tough. But, there is a light at the end of the information superhighway-tunnel: Media Monitoring Tools.
Media monitoring software scans selected social and news platforms for mentions of specific keywords and hashtags. Everything is automated and as accurate as possible, through the leaps in advancement in artificial intelligence (AI) and machine learning. Combine that with human interpretation and you have a comprehensive overview.
From a dashboard, you can easily access location-based data in the form of metrics you set. This could be a combination of mentions, sentiment analysis and top tweets about a specific subject or brand. You can also see how many people in Ireland are talking about a specific subject and how they feel about it based on a report of positive, neutral or negative sentiment.
This allows you as a brand owner to:
The efficacy of your media monitoring tool is directly attributed to the strategy you use it for. However, this technology offers you the opportunity to develop and protect your brand, through various mechanisms.
A disgruntled consumer tweeting something negative about a brand, left unseen, could have devastating consequences. But with the use of accurate and agile Media Monitoring Tools, you will be able to easily, and constantly, monitor the web in real time. Allowing for mitigation and a proactive approach if any issues arise, these tools assist brands in giving their consumers the brand experience they deserve and give you continued insight into who you’re speaking to.
As an added bonus, media monitoring tools can also be used for business development.
Media monitoring software can genuinely revolutionise the way you understand your audience and protect and build your brand. Gain greater understanding into the feelings and perceptions of your Irish consumers and tap into this exciting and technophilic market, with greater ease.
Sounds great! What now?
Contact Meltwater to book a free demo or to find out more about Media Monitoring Software in Ireland.