United States

Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

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

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

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

PR has always been shaped by technology, but the shift you are seeing now is different in both speed and scope. AI PR assistants are no longer experimental tools sitting on the edges of your workflow, they are becoming central to how communications teams operate every day. You are expected to monitor more channels, respond faster, personalize outreach, and prove impact, all while working with limited resources. 

AI assistants step into this reality not as replacements for communicators, but as force multipliers that help you keep up and move ahead.

What makes this moment feel like a true turning point is how deeply AI is being woven into daily PR work. Instead of toggling between dashboards, spreadsheets, and disconnected tools, you can now ask questions in natural language and get clear, actionable answers. 

With tools like Meltwater’s Mira, AI becomes part of how you think through a problem, not just how you automate a task. This marks a shift from PR as a series of manual steps to PR as a continuous, insight-driven practice powered by real-time intelligence.

Understanding the "Why": The Core Benefits of AI in PR

From Concept to Application: How AI Assistants Actually Work in PR

Practical Steps to Integrate AI Assistants into Your PR Workflow

What the Future Holds: The Evolving Role of AI in Communications

Ready to Empower Your PR Strategy with AI?

One of the first benefits you notice with AI PR assistants is speed, because tasks that once took hours or days can now happen in minutes. Monitoring coverage, summarizing sentiment, building reports, and drafting content no longer require you to start from scratch every time, instead, AI handles the heavy lifting so you can focus on decisions and strategy.

With an AI assistant like Mira, efficiency is about more than just doing the same work faster, it is about collapsing multi-step workflows into a single conversation. 

You can ask for a briefing on brand coverage, follow up with a question about competitor movement, and then request a draft summary for leadership without leaving the interface. This kind of efficiency changes how you allocate your time and energy. You spend less time managing tools and more time shaping narratives.

Mira is an AI PR assistant integrated with Meltwater's entire product suite and industry leading data sources.

Speed alone is not enough if it only delivers surface-level information, the real value of AI in PR comes from insight. AI PR assistants can analyze vast volumes of media and social data that no human team could realistically process on its own, empowering you to move beyond counting mentions and start understanding patterns, drivers, and context.

When AI is powered by a trusted dataset, as Mira is, it not only takes much less time to surface actionable insights, but those insights are more reliable. You can see how narratives evolve, where sentiment shifts are coming from, and which topics are gaining momentum before they peak. Instead of reacting to yesterday’s news, you are better positioned to anticipate what comes next and advise stakeholders with confidence.

PR has always been about relationships, but scaling those relationships has been a challenge. AI PR assistants help you personalize outreach and messaging at larger scales, without losing relevance or authenticity. By analyzing journalist interests, historical coverage, and audience response, AI can help you tailor pitches and content more effectively.

This does not mean handing over relationship-building to a machine, but simply using AI to surface the right context at the right moment so you can communicate with purpose. With Mira, you can quickly understand which angles are most relevant for specific media contacts and how your messaging aligns with current narratives, allowing you to stay personal, even as your scope of work expands.

Risk moves fast in the modern media environment, where a single social post or news story can escalate into a full-blown issue in mere hours. AI PR assistants can significantly improve early detection and response by monitoring signals across news, social, and emerging channels continuously.

Instead of relying on manual checks or delayed alerts, you get near real-time awareness of spikes, sentiment changes, and emerging narratives. Mira helps you understand not just that something is happening, but why it matters and what to do next, providing crucial context when you need to brief leadership, align teams, and respond decisively under pressure.

Content creation and curation: your AI wordsmith

AI PR assistants support content creation in a way that feels collaborative rather than mechanical. You remain the voice and the decision-maker, while AI helps you get from idea to draft faster. Whether you are preparing a press release, an executive briefing, or a campaign recap, AI can generate structured drafts based on real data and current coverage.

With Mira, content creation is grounded in live media intelligence, which means drafts are informed by what is actually happening in your industry, not generic language patterns. You can refine tone, adjust emphasis, and add human judgment where it matters most, resulting in content that is faster to produce and more relevant to your audience.

You can ask Mira to help with any PR and marketing communications tasks however you like - but there's also a library of commonly used prompts to help you get started.

Media monitoring and analysis: the always-on sentinel

Media monitoring used to mean setting up searches and checking dashboards throughout the day. AI PR assistants change this by acting as an always-on sentinel that interprets information for you. 

Instead of wading through raw data, you can ask direct questions and receive clear summaries.

Mira transforms monitoring from a passive data-dump into an interactive conversation. You can ask how coverage has shifted since yesterday, which outlets are driving sentiment, or how your brand compares to competitors this week, an approach that reduces noise and helps you stay focused on what actually requires action.

Targeted outreach and relationship building: smart connections

Outreach works best when it is timely and relevant, and AI PR assistants support this by connecting insights from media monitoring with outreach planning. You gain a clearer picture of which journalists are active on certain topics and how your story fits into the broader conversation.

Using Mira, you can quickly identify the right contacts for a specific angle and understand the context behind their recent work, empowering you to approach outreach with confidence and relevance, strengthening relationships instead of treating them as transactional interactions.

See also: How to write a pitch that gets results, and optimizing your PR pitch for GEO

Crisis preparedness and response: your digital firefighter

Crisis management is one of the most demanding areas of PR, and AI assistance can make a real difference here. By continuously scanning for early warning signs, AI PR assistants help you spot potential issues before they escalate.

When a situation does arise, Mira helps you move from detection to understanding quickly. You can assess sentiment, identify key drivers, and track how narratives spread across channels. This gives you the information you need to respond strategically, not reactively, even when time is limited.

Performance measurement and reporting: proving your worth

Proving the value of PR has always been a challenge. AI PR assistants make measurement more accessible by automating reporting and translating data into insight. Instead of manually compiling reports, you can generate summaries that highlight outcomes and trends.

Mira supports performance measurement by tying coverage, sentiment, and narrative shifts together in a way that makes sense to stakeholders. This helps you move beyond activity metrics and focus on impact, strengthening your role as a strategic advisor within the organization.

Before adopting any AI PR assistant, you need to be clear about where your workflow slows you down. Maybe it is reporting that eats up your time. Maybe it is monitoring that feels overwhelming. By identifying these friction points, you can focus on using AI where it delivers the most value.

With Mira, teams often start by addressing time-consuming analysis and reporting tasks. Once those are streamlined, they expand usage into planning, outreach, and strategic insight.

You do not need to overhaul your entire workflow on day one, you can start with a specific use case and build confidence from there. AI adoption works best when it is iterative and grounded in real work.

As you use Mira for daily tasks like briefings or coverage summaries, you begin to understand how to ask better questions and get more useful answers. This learning curve is part of the value, helping you integrate AI naturally into how you work.

AI PR assistants improve with guidance — the more context you provide, the better the output becomes. This means taking time to refine prompts, review results, and adjust how you use the tool.

Mira is designed to meet you where you are, even if you are not a data expert. Over time, as you refine how you interact with it, the assistant becomes a more effective partner in your workflow.

AI can support many aspects of PR, but it cannot replace judgment, empathy, or creativity. Maintaining the human touch is essential, especially in relationship-driven work like media relations and crisis response.

Using Mira allows you to protect that human element by freeing you from repetitive, time-consuming, manual tasks. You spend less time compiling information and more time thinking, creating, communicating, and advising.

As AI becomes more embedded in PR, ethical considerations matter more than ever; transparency, accuracy, and responsible use should guide how you deploy AI PR assistants.

Purpose-built tools like Mira are designed with governance and data integrity in mind, helping you use AI responsibly. This is especially important when you are advising leadership and shaping public narratives.

AI PR assistants are reshaping how you plan, execute, and prove the impact of communications work, moving teams from reactive execution to proactive strategy

Mira Studio is your go-to starting point for building projects from scratch, while Mira Companion appears as a helpful side-bar throughout Meltwater's product suite. 

The role of AI in PR will continue to evolve, but the direction is clear. AI PR assistants will become more proactive, more contextual, and more integrated into decision-making. Instead of reacting to prompts alone, they will help surface opportunities, risks, and insights automatically.

For communications professionals, this means your role becomes even more strategic. As AI handles more of the operational workload, your value lies in interpretation, storytelling, and leadership.

Tools like Mira support this shift by giving you faster access to insight without distancing you from the work that matters.

The industry is moving beyond the early-adopter, experimental stage, and AI PR assistants are now helping comms professionals build more resilient, responsive, and strategic communications functions. By integrating AI thoughtfully, you position your team to keep pace with change and lead conversations with confidence.

Introducing Mira - The Power of Meltwater AI, Unleashed

Mira represents what is possible when AI is designed specifically for PR and communications, bringing together data, insight, and action in a way that supports how you actually work. The question is no longer whether AI belongs in your PR strategy, but how quickly you choose to make it part of your daily practice.

A PR AI assistant is a tool that uses artificial intelligence to support communications work, including media monitoring, analysis, content creation, and reporting. It helps you work faster and make more informed decisions by turning large volumes of data into clear insight.

What tasks can AI assistants do for PR professionals?

AI assistants can monitor coverage, analyze sentiment, summarize trends, draft content, support outreach planning, and automate reporting. Tools like Mira are designed to handle these tasks within a single, conversational workflow.

How do AI assistants compare to human PR professionals?

AI assistants do not replace human communicators. They augment your work by handling data-heavy and repetitive tasks, allowing you to focus on strategy, relationships, and judgment. The strongest results come when AI and human expertise work together.

How AI Assistants Are Transforming PR: A Practical Guide

On the hunt for a media monitoring and social media marketing platform? If so, you may have come across Mention, a software suite that lets marketers monitor web and social media conversations about their brands. From its publishing tools to its analytics features, it likely checks off multiple boxes on your must-have list, but there are also many similar software platforms out there.

To help you stay on track while you consider your options, we compiled this look at some of the leading alternatives to Mention. Read on to learn how each alternative measures up, starting with a quick overview of Mention.

What Should You Look For in a Mention Alternative?

Some of the top competitive alternatives to Mention are:

Let's take a closer look at each one and how they compare. 

Meltwater social listening and media monitoring solutions gives organizations all over the world the tools they need to turn social and traditional media intelligence into data-driven marketing strategies. Meltwater Explore listens to global news content, broadcast media, and social media sources, as well as other web content like podcasts.

Real-time listening across social platforms, blogs, forums, news sites, review sites, and podcasts with AI-driven insights.

Unlimited keyword monitoring with no result caps — ideal for deep exploratory tracking.

AI-powered sentiment analysis and thematic trend identification.

Visual and image recognition (logos, objects, scenes) enabling organizations to capture non-text brand mentions.

Automated alerts and customizable dashboards with reporting across different teams. Slack and Teams integrations available for real-time insights.

GenAI Lens for tracking how generative AI represents your brand and competitors in LLMs like ChatGPT and Gemini

Best for: Large enterprises and global brands seeking comprehensive coverage, AI-powered sentiment analysis and trend detection, and customizable reporting options.

In addition to social listening, the Meltwater influencer marketing platform, gives Meltwater users even more opportunities to leverage insights and engage audiences. While Mention has great brand management tools, it has limited influencer identification and management features.

Meltwater social listening and reporting tools allow for a greater scope of analysis. With it, marketing teams can better measure and communicate performance. As a whole, the Meltwater platform helps organizations of all sizes use data to make better marketing and business decisions.

Mentionlytics is a social media monitoring tool that helps users keep track of online conversations about their brands, products, and competitors. Its features include hashtag monitoring across Instagram and X, review monitoring of top review sources like Google and Facebook, and an influencer identification tool.

Track mentions across social media and web sources including sentiment analysis and AI insights.

AI-driven sentiment and keyword monitoring across a broad set of sources.

Dashboards and alerts for spikes and anomalous mention trends.

Custom reporting and translation features for global monitoring.Best for:

Best for: Small to mid-sized businesses and agencies on a budget looking to get core social listening features without enterprise pricing.

Mentionlytics a great tool for brands looking to execute social media marketing campaigns, especially small businesses. It also offers higher monthly mention limits and more user and social profile access at each pricing tier than Mention. Notably, Mention offers broadcast media monitoring (for U.S. and Canada sources) while Mentionlytics does not. Both offer two-week free trials to help you decide which one is best suited to your needs.

Brand24 is a social listening and analytics tool that monitors brand name and keyword mentions across publicly available social media and web sources, including blogs, videos, and reviews. Its affordable plans are good options for budget-conscious brands that are ok with monthly mention and keyword limitations.

Real-time social listening across social media, news, blogs, videos, forums, reviews, and podcasts.

AI-powered sentiment analysis and word clouds to surface key themes.

Share of voice, reach scoring, and influencer identification.

Alerts for spikes in mentions and trend insights.

API and integrations and easy reporting exports.

Best for: Marketing teams, PR pros, and customer support teams in small-to-medium businesses.

Both Mention and Brand24 access data from the top social platforms, but Brand24 higher-tier plans offer monitoring on podcasts, Reddit, Twitch, Medium, and Quora while Mention's do not. According to G2 reviewers, one of Mention's big strengths is its clean, easy-to-use dashboards that display mentions and analytics from all sources in one place. But those dashboards — along with reporting tools — are not available for individual plans. Because of this, single-person teams looking for analytics and reporting capabilities may be happier with Brand24.

Tip: Check out our blog on the best alternatives to Brand24.

Agorapulse is a social media management tool that includes social listening across X (Twitter), Instagram, and Youtube, as well as profile mentions across X, Instagram, Youtube, and Facebook. It also offers a mobile app for all of its pricing tiers and up to two years of data retention for its advanced and custom plans.

Social listening and monitoring for mentions, hashtags, and keywords across core social platforms.

Unified social inbox to consolidate comments/messages for engagement and response.

Scheduling, publishing, and analytics built into one platform.

Collaboration, reporting, and team workflows.

Best for: Social media managers and marketing teams who want monitoring + engagement + publishing in one tool.

Agorapulse is primarily a social media management platform, though it also has key social listening features, like sentiment analysis.

That said, Mention may be a better fit for data-driven marketers who want to analyze their brand presence across the web and social web. It monitors a wider range of social media platforms at its higher pricing tiers, including TikTok, LinkedIn, and Pinterest.

When choosing between Mention and Agorapulse, be sure to check out Agorapulse's 30-day free trial compared to Mention's 14-day one. 

Tip: Learn more about top Agorapulse alternatives. 

Critical Mention is a media monitoring platform that searches for keyword mentions across social media and the web, as well as international TV and radio stations and other sources.

Real-time monitoring of social media channels integrated with TV, radio, and news tracking.

In-depth analytics and custom report creation for earned media and campaign coverage.

Keyword tracking, sentiment scoring, and trend analysis.

Alerts and notifications for relevant mentions.

Best for: Traditional media teams that want social listening as a complement to broadcast/news tracking.

Reviews on Capterra and G2 show that users love its reporting features and access to broadcast coverage. Particularly if podcasts are an important part of your strategy, Critical Mention is a winner with its dedicated podcast monitoring tool. It also offers a media contacts database and an API. On the other hand, brands and agencies looking for a social media monitoring and publishing platform will prefer Mention's tools.

Talkwalker is a consumer intelligence platform that features web, social media, video, image, and podcast monitoring. It also has a Hootsuite integration to give users added social media management capabilities.

Deep social listening and analytics with AI-powered insights across social media, blogs, news, forums, and more.

Advanced sentiment analysis, trend detection, and competitor benchmarking.

Visual and video recognition to detect logos and objects in images/video content.

Custom dashboards, robust reporting tools, and multi-language support.

Best for: Brands requiring visual listening and contextual intelligence beyond text mentions.

According to G2 reviews, some users find that Talkwalker has a steep learning curve while many praise Mention for being user-friendly. Usability is an important factor to consider for organizations of all sizes but especially for larger ones that might have many team members accessing the tool. At the same time, Mention's social media publishing automation features will also appeal to small teams with big marketing duties and profiles on multiple social media channels.

Talkwalker does offer integrations with multiple CRM, project management, and social network management apps like Hootsuite and Tableau. However, Mention also has a wide range of platform integrations, including those with Zapier, Salesforce, and Zendesk. Overall, choosing between these very competitive options may come down to your organization's social media publishing needs.

Tip: Learn more about this year's top social listening tools.

The best Mention alternative isn’t just a mention tracker — it’s a true social listening engine that combines broad coverage, real-time responsiveness, AI-powered analysis, competitive context, and actionable insights. Choosing a tool with these capabilities empowers teams to protect reputation, inform strategy, and connect more deeply with audiences based on what they actually care about.

Broad coverage across multiple data sources

A strong social listening platform should pull in data from a wide range of sources — not just surface-level keyword mentions on major platforms. Look for tools that monitor:

Social networks, including more niche platforms 

Review sites and niche community platforms

This helps you capture full conversation context, not just tagged mentions.

Meltwater covers all major social platforms, plus those that are quickly becoming bigger players such as Threads and Bluesky. In 2026, Meltwater became an official Reddit Data partner, further empowering marketing and PR teams with early visibility into emerging trends and industry conversations. Additionally teams can gain visibility into how they appear in LLM results next to their competitors with GenAI Lens.

6 Best Mention Alternatives for 2026

For most people, marketing means advertising—in magazines, on billboards, social media channels, or on television. But marketing is much more. In fact, it encompasses so many tactics (social media marketing, email marketing, referral marketing, content marketing etc.) that we can't explain all the elements of the marketing process in this one post. 

However, we will shed some light on this broad topic and focus on: 

Examples of successful marketing techniques 

Sounds good? Great ☺️ Let’s get started. 

What Role Does the Customer Play in Marketing?

Examples of Successful Marketing Strategies

There are many definitions of marketing. At a fundamental level, marketing is the process of understanding your consumer as well as building or maintaining customer relationships. A well-thought-out marketing strategy in combination with a marketing communication strategy is essential for ensuring business growth.

According to the American Marketing Association, marketing can be defined as:

...the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Philip Kotler, the "Father of Modern Marketing", calls marketing"...the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures, and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best, and it designs and promotes the appropriate products and services."

The Meltwater Blog

How AI Assistants Are Transforming PR: A Practical Guide

6 Best Mention Alternatives for 2026

What Is Marketing & Why Your Business Can't Do Without It

5 Influencer Payment Platforms to Consider For Scale & Compliance (2026)

How to Gain AI Visibility and Reputation Across Customer Touchpoints

Defining Brand Optimization: Strategy, Benefits & Impact

5 Brand Ambassador Platforms Marketing Teams Should Evaluate in 2026

What is Answer Engine Optimization (AEO)? The Complete Guide

Meltwater Becomes an Official Reddit Data Partner

How to Find Micro Influencers

The Ultimate Brand Awareness Guide 2026

How to Report on LLM Visibility: What to Measure & Why