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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Effective collaboration guarantees great results. Take our partnership with Asana’s Work Innovation Lab, for example. Our joint report, The State of Marketing Collaboration, offers data-driven strategies for optimizing how marketers work together. 

As a think tank producing cutting-edge research redefining the future of work, the Work Innovation Lab was the perfect partner for us in exploring this topic. Both Meltwater and the Work Innovation Lab help marketers move beyond data gathering to uncover actionable insights. 

Our analysis of survey results from 830 marketing professionals combined with Meltwater’s impressive social listening capabilities were a powerful one-two punch. The strategies we uncovered help marketing leaders better understand how to leverage strategic collaboration to drive results. 

Dr. Rebecca Hinds, Head of Asana’s Work Innovation Lab

In this blog, we’ll dive into five data points from the report, sourced from our social listening solution. Plus, we’ll show you the process behind how we arrived at each insight. For a full analysis of how marketers collaborate, along with strategies for optimizing the process, download the full State of Marketing Collaboration report. 

In concert with the experts at the Work Innovation Lab who surveyed more than 800 marketing professionals, we at Meltwater used our social listening and analytics solution to examine how the world discusses marketing collaboration online. To start, we wanted to get a sense of the overall conversation around marketing and collaboration. To do so, we created a complex Boolean query composed of more than five dozen keywords and phrases signaling relevant discussions, like mentions of “marketing” or “public relations” near mentions of “collaborate” or “working together”. The results gave us a bird’s-eye view of what the world has to say on the subject.

Data point: Online conversations about marketing and collaboration have increased by 41% year-over-year (YoY)

Our analysis found that from April 1, 2023, through March 31, 2024, conversations about marketing and collaboration across X, Reddit, blogs, podcasts, forums, Pinterest, WeChat, Facebook, Instagram, and comments grew by 41% YoY. This notable increase in conversation supported our suspicions that the topic of collaboration should be top of mind for marketing leaders. 

With insight into the overall conversation on hand, we aimed to zero in on the internet users we wanted to hear from most: marketers themselves. To do so, we narrowed down our analysis sources to three social media platforms — Reddit, X, and Pinterest — where we could easily focus on mentions from self-identified marketers. We used the “bio” Boolean operator to search for mentions of “marketing” or “marketer” in Pinterest and X profile bios. Plus we used the “source” operator to analyze discussions in Reddit communities where marketers gather to talk shop. These included r/Marketing, r/advertising, r/SocialMediaMarketing, and more, with a collective membership of more than 3.29 million Redditors. With our self-identified marketers isolated, we then searched for relevant terms and keywords around goal-setting, cross-functional collaboration, and AI.

Data point: Discussions about goals and goal-setting have surged by 318% YoY 

The impressive increase in mentions of goals and goal-setting highlights just how crucial they are in the dynamic world of marketing. This stat gives important context to the Work Innovation Lab’s finding that only 39% of marketers are confident that their department’s goals align with overall business objectives. These and other insights from the report informed our strategic recommendation that prioritizing communication about goals can help teams collaborate more effectively. 

Data point: Marketers mention sales teams more frequently than any other team

To learn more about how marketers collaborate across functions, we examined mentions of non-marketing departments including customer service, IT, research & development, and more. Our analysis found that sales is mentioned much more frequently than any other department, underscoring just how relevant it is to marketing teams. This makes sense considering how marketing and sales rely on one another to achieve overall business goals. However, this stat shows that there is much room for marketers to consider other teams more, like R&D and customer service. For example, the data marketers use to understand consumer perspectives can be invaluable to teams working on improving products and customer-facing services. 

Data point: Mentions of research & development (R&D) had the highest positive sentiment among cross-functional teams. 

Though sales was discussed most, our analysis found that R&D was discussed most favorably, with the highest proportion of positive mentions. One possible reason? R&D teams are made up of subject matter experts with insights and knowledge that can make for informative, engaging marketing content. One Redditor even posed this question to fellow content marketers: How can I incentivize R&D members to blog for marketing?

Data point: Mentions of AI and collaboration skyrocketed by 606% YoY, with 57% positive sentiment.

The sentiment of discussions about AI and collaboration is vastly more positive than negative. Some posts with this rosy outlook, such as this one, expressed excitement about the potential of AI as a tool for marketers rather than a replacement for marketers. 

Intrigued? The data points we covered here are just some of the many insights included in The State of Marketing Collaboration. Check out the full data-driven report produced in partnership with Asana’s Work Innovation Lab for more on how marketers can overcome some of the biggest roadblocks to strategic collaboration. 

5 Vital Marketing Collaboration Stats (And How We Found Them)

A lot of work goes into launching a marketing campaign. But once all of your copy and creative go live, your work isn’t done — your marketing campaign management skills will help you get the most from your efforts.

Even with good planning, you’ll need to manage all the moving parts of your campaign — before it goes live, during the campaign, and after the campaign ends. Marketers need to be prepared to make adjustments at any time, which means tracking the right data and knowing when to shake things up.

Here’s how you can become a campaign management master to keep things fresh and exciting for your audience.

What Are the Key Components of Campaign Management?

What Are the Benefits of Campaign Management?

How Does Marketing Campaign Management Work?

Best Practices for Effective Campaign Management

How to Do Campaign Management With Meltwater

Campaign management is the art of juggling all the parts of a marketing campaign. Your goal is to make sure that all of these parts harmonize with each other and resonate with your audience.

Or, to put it another way, it’s the intersection of data and creativity.

You’re combining visuals and messages with audience segments and channels, and you’re tracking engagements and conversions every step of the way. You’re gauging what works and what doesn’t. This lets you quickly adjust things like ad spend and creative elements to improve your results.

Ultimately, you want to plan every move before, during, and after a campaign to keep your marketing on track.

Campaign management is the glue that holds all of your campaign pieces together. Without good management, parts of your campaign can become lost or overlooked, which can mean wasted resources and missed opportunities.

A good management strategy gives you a bird’s eye view of what’s happening at all times so you can spot if something is amiss. With these insights, you can make real-time adjustments using feedback and analysis rather than guesswork. 

Because trends evolve quickly and consumer preferences are constantly changing, marketers must remain agile to stay ahead of the competition.

Campaign management touches all aspects of a marketing campaign. Here’s a quick rundown of the various components you’ll need to include in your management plan.

Set campaign goals. Be specific about your campaign’s purpose and set measurable, realistic goals (e.g., increase brand awareness, grow social media following, increase sales).

Research your target audience. Identify your target audience based on demographics, psychographics, and behaviors.

Create a budget. Determine the budget for the campaign and allocate the necessary resources, including key personnel and technology.

Plan the campaign. Create a detailed campaign plan that outlines the strategy, timeline, key milestones, and other action items.

Develop creative elements. Part of your campaign planning will be developing social media posts, videos, email templates, and other media to support the campaign — each of which needs to be assigned to the right people with a deadline attached.

Choose the right channels. Choose the appropriate marketing channels (e.g., PPC ads, social media, email) to reach the target audience.

Execute the campaign. Implement the campaign according to your plan.

Monitor campaign engagement. Use analytics and third-party campaign management tools like Meltwater to monitor engagement, customer sentiment, share of voice, and other metrics to see your campaign’s real-time influence.

Report on your campaign’s performance. After the campaign ends, compile data highlights into a report and reflect back on your wins and opportunities for improvement.

This is a simplified version of what your campaign management process might look like. 

Want to see how Meltwater can help make campaign management easier? Click here and fill out the form below for a personalized demo!

Great campaign management can be the defining difference between a campaign that flounders and a campaign that performs beyond your expectations. Here are some of the top benefits of campaign management.

Proper management in the planning stage ensures you’re speaking to the right people. This leads to higher engagement and conversion rates, which make your campaign more successful. 

Campaign management ensures all messaging across your various channels is consistent and aligns with your brand voice. This helps to strengthen your brand identity, plus it speaks directly to the audience segments you’re targeting.

Good planning helps you streamline your processes and allocate your resources. Saving time and money can speed up your campaign timeline, and if you can save money on back-office tasks, it might mean you’ll have a bigger promotional budget to work with.

Managing a campaign from end to end helps you avoid missing opportunities that could be game-changing for your campaign. Optimizing budgets, saving time and money, and creating a strong campaign overall can achieve better returns on investment.

Campaign management requires heavy involvement before the campaign goes live. Extra diligence can help marketers reduce the risk of campaign failures and anticipate and address potential issues proactively. 

Once a campaign goes live, ongoing monitoring can show marketers how people are responding to the campaign. If you’ve missed the mark entirely, you can pull the campaign early to reduce potential brand damage.

Marketing campaigns involve team members of various disciplines — video creators, copywriters, graphic designers, and social media experts, to name a few. It’s hard for these individuals to come together as a single unit when there’s no clear direction. 

Campaign management adds accountability to the process by outlining roles, tasks, due dates, and other expectations. It gives everyone the same blueprint to work from, which helps the entire campaign stay on track.

Knowing what you know now about campaign management and its role in successful campaigns, let’s dig deeper into how you can create your campaign management blueprint.

First things first: You need to know what you’re aiming for. Setting clear, measurable goals gives your campaign direction and helps you decide whether it’s successful. Ask yourself: What do you want to achieve? Is it more sales, website traffic, social media followers, or brand awareness? 

No matter your goals, everything else you do in your campaign should tie back to these goals.

Know who you’re talking to. You might have more than one buyer persona in your marketing arsenal, or you might choose a single unique segment for your campaign. The better you know your audience, the more effectively you can communicate with them. 

Choose the best channels to reach your audience

Once you know your audience segment(s), you can choose how to reach them. Different audiences might be more likely to use one platform than others. 

For example, young adults love social media channels like Instagram and TikTok. Older adults might prefer Facebook, while B2B professionals flock to LinkedIn. 

Choose the channels where you know your audience spends their time.

Decide how much you’re willing to spend on each piece of the campaign. Your budget should set aside funds for creative assets, paid ads, and other channel-specific costs (e.g., the price per email sent). You might also need to budget for things like payroll or agency fees.

You also need a timeline for each phase of the campaign. For example, you can’t launch the campaign until you have your creative assets in place. Timelines will help keep your campaign on track.

Campaigns are a team effort, so you’ll need to be sure everyone knows their part. Determine who will be responsible for each component of the campaign, from creating content to scheduling social media posts to responding to follower comments and questions.

Clear assignments reduce confusion while giving you coverage of every phase of the campaign.

Put your plan into action. Launch your campaign across your selected channels, then double-check to make sure those elements are live and functional. Refer back to your campaign plan to make sure you haven’t forgotten anything. 

Use analytics tools to track your key metrics and collect campaign data. Watch to see whether you’re hitting your goals or whether you’re hearing crickets. Be prepared to make adjustments to improve your campaign’s performance and achieve the best outcome possible.

Tip: Read our Ultimate Guide to Campaign Measurement for the do's and don'ts of tracking your campaign performance.

Managing a campaign isn’t a task to treat as an afterthought. You can unlock its greatest value when you begin every new campaign with good management techniques. 

Here are some best practices that can help guide your efforts.

People are attracted to different things. It’s worthwhile to try variations of headlines, images, and calls to action to see what your audience responds to. Not only will this help you optimize your current campaign, but you can apply these findings to future campaigns, as well.

Make sure you actively engage with your audience through comments, feedback, and direct messages. This builds relationships with your audience, increases loyalty, and shows you’re listening to them. Engagement is also a great opportunity to get inside their heads and learn more about their sentiments and what they want from your brand.

Monitor and adjust campaigns in real time

The marketing landscape is constantly changing, which means your campaigns will likely change, too. Be prepared to pivot or adapt your campaign based on real-time data, feedback, and new opportunities you didn’t see before.

After the campaign, look back and see what worked well and what didn’t. Document your findings in your marketing playbook and share them with your team. These findings are essential for creating more effective campaigns in the future.

Tip: Check out our Marketers Guide to Unified Reporting to see how you can break down silos, save time, and easily share successes with your organization!

Meltwater puts the power of real-time data into your hands to help you run more effective marketing campaigns. You can manage the end-to-end campaign process from the platform, from learning about your audience and identifying key segments to finding influencers and managing social media content. 

Meltwater processes billions of data points from social media, blogs, podcasts, and other media to give you direct insights into your customers. You can learn more about their preferences, the channels they use, the things they talk about, pain points, and more — all to help you build better marketing campaigns. 

During the campaign, you can monitor your brand to see how your share of voice, consumer sentiment, and social media following improve. You’ll have all the data you need to prove your effectiveness or justify changing your strategy for better results.

Learn more when you request a demo by filling out the form below!


What Is Campaign Management? The Ultimate Marketing Campaign Management Guide

More than 1,100 excited attendees filtered into New York City’s Glasshouse venue on June 25 and 26 for the 2024 edition of Meltwater Summit.

After the success of last year’s inaugural Summit event, attendees eagerly anticipated another opportunity to connect with peers, be inspired, glean insights from industry experts, and much more. 

Let's dive into all of the awesome happenings and takeaways!

The conference kicked off with a highly anticipated keynote fireside chat with Deadpool himself — actor, producer, and entrepreneur Ryan Reynolds. 

During this blockbuster session, Meltwater VP of Culture Zubair Timol chatted with Reynolds about his incredibly successful and diverse career. Beyond his many starring roles in high-grossing Hollywood films, Reynolds is also an avid entrepreneur with stakes in liquor company Aviation Gin, telecom brand Mint Mobile, and even a Welsh soccer team, Wrexham A.F.C. 

Attendees listened intently as Reynolds shared valuable insights on how he approaches creating unique marketing campaigns, how he uses humor in brand storytelling, and how he builds teams.

“You want people who are comfortable failing with integrity instead of winning with bullsh*t,” Reynolds said. “You’re looking for people who have a moral compass.”

When it comes to ad campaigns, Reynolds said he and his team believe in “fast-vertising” — creating ads quickly, testing what works, and not being afraid to fail.

“If you’re prepared to burn it all down and try something new… sometimes amazing things happen,” he said. “If it hasn’t manifested in some way, get rid of it, back burner it and move on. You gotta keep moving.”

On growing Mint Mobile, Aviation Gin, and Wrexham, Reynolds noted the value of interpersonal relationships and communication.

“I would argue it’s the personal relationships. It’s calling someone and showing up,” he said.

We then dove right into an exciting Product Keynote with Meltwater Chief Product Officer Chris Hackney. The session provided attendees with a peek under the hood of new Meltwater features that leverage AI to unlock productivity and make important tasks easier to complete.

AI Search Assistant: Not a Boolean expert? Not a problem. This new functionality within our Social Listening solution helps users bypass Boolean queries and create basic or advanced searches with ease.

AI-powered Daily Digests: Users can receive AI-curated overviews of the most relevant news of the day. These digests are vetted and delivered with topic highlights to reduce the time needed for manual review.

Alerts: Our Spike Detection and Analysis alerts now include real-time topic analysis, enhanced narrative sentiment, and instant summaries and insights.

Want the full details on our Mid-Year 2024 Product Release? Check it all out right here.

Microsoft: Reinventing Communications with AI

The Product Keynote wasn’t the only session showcasing exciting new Meltwater innovations. During his session on how Microsoft approaches AI’s utility across the communications field, Microsoft's VP of Communications Strategy, Steve Clayton, also sat down with Meltwater's CEO, John Box, to explore our partnership with Microsoft and our new Meltwater Copilot Plugin.

This new plugin enables communications professionals to conversationally interact with the Meltwater platform to easily surface and understand insights, and fits in perfectly with Microsoft’s vision for AI helping to streamline content creation, news operations, social media, and more.

“Replacing repetitive mundane tasks is definitely the main goal of AI,” Clayton said.

Learn more about our Microsoft partnership and the new Meltwater Copilot Plugin right here.

Audiences were also treated to a high-octane session with NASCAR, exploring how America’s #1 motorsport has grown its fanbase through authentic engagement with a younger demographic.

NASCAR's VP of Communications, Eric Ryan, sat down with veteran sportscaster Shannon Spake to discuss successful strategies for reaching a younger, more diverse audience. 

These strategies have included licensing and merchandising and successful initiatives within the gaming and e-sports space, which has served as a perfect on-ramp for younger audiences and even the next generation of racers.

“We’re trying to target a younger and more diverse audience. Your business depends on it. The insights we get from Meltwater help us tell those diverse stories,” Ryan said.

In addition to audience expansion strategies, attendees also learned how they could be more purposeful in their communications during a session with award-winning corporate social responsibility communications expert Hope Arcuri Armanus. 

With experience at both the International Rescue Committee and Verizon, Armanus walked attendees through how they can approach CSR initiatives as more than just a box to check. 

How? By employing the “Three C’s” in your communications strategy:

Courageous: Be clear about what you stand for and what you don’t.

Catalyzing: Know your role in the change you’re trying to make for people.

Counter-Cultural: Go against the grain in order to make your comms break through. 

“This is a guide that can work at companies and organizations of any size, including Fortune 100s,” Armanus said. “It will help you reach and resonate with millennials and Gen Z, and it will help you break through on your responsible business initiatives and impact.”

TikTok’s immense popularity has left many brands wondering how to launch effective strategies and campaigns on the platform, but it’s a tough code to crack. 

Thankfully, Neil Cameron, TikTok’s Head of Canadian Agency Partnerships, was at Summit to give attendees a few pointers for creating engaging ad content on the platform and how to adapt to user preferences that are constantly changing. 

People are spending more time on TikTok First Ads

Low-fi video does not mean low quality – avoid glossiness

Leverage sound and use editing techniques

Feature people (creators, employees, customers)

Cameron encouraged attendees to embrace “creative bravery” in their TikTok content. 

“The outcome of creative bravery is deeper community connections,” he said.

Making the Case for Brand-Building with ZoomInfo

ZoomInfo's CMO, Bryan Law, and Evidenza's Co-founder, Peter Weinberg, hosted a session on why top-of-funnel brand-building is vital to organizations, and shared strategies for making the case to decision-makers who may be skeptical.

They encouraged the marketers in the audience to:

Maximize your brand’s mental and physical availability.

Use stories and emotions to build stronger memories and leave a more lasting impression on potential customers.

Know your key brand assets (colors, words, spokespeople, etc.) and constantly reinforce them.

Target all potential buyers, not just those in your market.

In addition to the inspiring content and the many (many) takeaways, attendees also got to enjoy a number of onsite activations, including a robot doughnut machine, notebooks customized by an onsite calligrapher, nitrogen ice cream, a chalkboard wall that attendees added to throughout the event, and much more.

The conference also featured a Meltwater Product Demo Hub and Boolean doctors who were available to review attendees’ queries in Meltwater’s Social Listening solution, Explore, and offer pointers.

Our mCommunity Lounge was a valuable resource for people to learn more about the Meltwater platform and form connections with other customers, and they also gave out badges so attendees could showcase what industry they were in, as well as (extremely comfortable) Meltwater branded socks and sweatshirts!

Want to learn more about how mCommunity can connect you with peers and help you leverage Meltwater to its fullest potential? Click here!

Meltwater Summit 2024 wouldn’t have been possible without the support of our fantastic sponsors. Thank you so much for helping make this another amazing, unforgettable event!

We're grateful to all of this year's awesome attendees, who were engaged throughout the entire event and enthusiastically sharing their favorite moments and takeaways. Let's see what they're saying on social media.

The Meltwater Blog

5 Vital Marketing Collaboration Stats (And How We Found Them)

What Is Campaign Management? The Ultimate Marketing Campaign Management Guide

Major Moments from Meltwater Summit 2024

Brand Ambassadorship Lessons from Paris 2024

5 Brands Making Waves on Reddit

Understanding Marketing ROI: Definition & Measurement

Making an Impact With Word-of-Mouth Marketing

South Africa's Financial Services Industry: Top Marketing Trends

Digital 2024 April Global Statshot Report Analysis

The 19 Best Tech Podcasts You Should Be Listening To In 2025

How to Kick Start a Digital Transformation Strategy

List of the Most Trending Hashtags in South Africa