Using Social Media to Derive Market-Defining Data
Marketing and outreach campaigns are most successfully planned when we know as much about our target markets as possible. Using this market-defining data we deliver separate campaigns to audience groups that are likely to react in a similar manner.
This is what makes online marketing so strong – the ability to track and analyze the actions taken by specific web users. When we know that you frequently share stories on Facebook about healthy living…we will target you when developing an advertising campaign for a new organic food product line.
This is a good thing because as consumers we see advertising that is relevant to our personal interests…but, throughout the pursuit of that market-defining data, it’s possible for businesses to become cumbersome…thus, affecting their long-term ability to collect market-defining data (and concurrently, as “How Facebook is Ruining Sharing” states, folks may be dissuaded from sharing at all).