Balancing Perception vs. Myth in Media Monitoring
Companies establishing relationships with media and seeking press attention is nothing new. However, now with the addition of social media as a secondary form of connecting with the media as well as the public at large, it has an increased importance for companies to get it right because their reputation hangs in the balance. Because press and public relations are is such important aspects for companies, the reliance on media monitoring and using technology to seek intelligence on consumer behavior has also grown. Certain aspects of monitoring consumer behavior online can make consumers feel
like “big brother is watching” even though this really isn’t the case.
Nevertheless, it is still an important consideration when media intelligence and other types of retargeting type marketing efforts are involved. Your company can properly balance the perceptions of consumers by actively communicating with them and disproving the myths that currently prevail in the minds of too many consumers. This article will explore ways that you can succeed with your media monitoring efforts, while proving to your consumers that their privacy has never been, and never will be invaded.
Communicating with Your Audience
Honesty is the best policy. This advice works not only with personal relationships, but with professional and business relationships too, of course. Communicate with your customers about your monitoring and other marketing efforts. Don’t hide behind long worded privacy policies with so much legal jargon that only a lawyer understands it. Explain in simple and direct language what you do, how you track their behavior and purchases, and how those tracking methods do not identify them specifically or invade their privacy. It is important to communicate how monitoring and marketing work to lower your costs, which are passed on to your customers.
Testing to Find What Works Best for Your Company and Your Consumers
As with any type of marketing, testing to find what works best also applies to media monitoring. Test to find the right balance of measuring, retargeting, and customizing your customers’ experiences where they feel comfortable enough to continue shopping. After all, these marketing techniques work, as the numbers have shown. It is all about testing different variables to see what converts better and retains your core group of customers.
Regardless of consumer perception, the numbers still give you the facts. All your campaign and testing efforts come down to results. If media monitoring is working for you, and your testing has allowed you to find the “sweet spot”, or the balance between bringing in conversions and quieting vocal customers that complain, you have done your job. However, your job is never really done here, because continual testing and measurements are also necessary. Each time you refine your testing and measuring results, you will get better and better at achieving the balance. This not only keeps customers happy, but keeps them coming back to you. At the same time, it helps to identify the demographics of those who convert best and have no issues with your monitoring and marketing efforts.
Summary and Conclusion
Of course, not every customer is going to agree with, or be ok with your tracking and monitoring practices; and that’s ok too. The idea behind the testing and measuring is to find the right balance of marketing is to weed out those visitors who don’t convert, and cater to those who do. This also helps to eliminate the vocal view that spread fear about monitoring and marketing efforts to others.
About the Author: Elizabeth Victor is Brand Advisor for Isentia, leading media monitoring service in APAC. She enjoys sharing tips on media intelligence and analytics as well as media monitoring and PR software.