Rethinking Social Media Strategies Harnessing the Power of Data

With the inundation of paid ads and influencers, it’s almost impossible for consumers to decipher between what is organic versus what is sponsored. In addition, typical social media channels only give brands access to third-party data. While this data is helpful for targeting ads, the most valuable data — first-party data — that could help understand preferences, the customer journey, and what offers might resonate best, remains elusive. As it stands, brands can’t see what is collected from clicks, browsing habits, and what posts catch the users’ eye – all of which could be used to create more personalized and meaningful experiences for the shopper.

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https://www.martechcube.com/rethinking-social-media-strategies/

1. In addition, typical social media
channels only give brands access to
third-party data. While this data is
helpful for targeting ads, the most
valuable data — first-party data —
that could help understand
preferences, the customer journey,
and what offers might resonate best,
remains elusive.
As it stands, brands can’t see
what is collected from clicks,
browsing habits, and what posts
catch the users’ eye – all of
which could be used to create
more personalized and
meaningful experiences for the
shopper.
RETHINKING SOCIAL MEDIA
STRATEGIES: HARNESSING
THE POWER OF DATA
This ​brand-owned channel can
serve as an extension of a ​
company’s​ e-commerce site and
gathers first- and zero-party data
via polls and surveys, user-
generated content like review
posts, and interactive
communication via chats.
Brands gain a powerful
tool to help keep them
stay relevant and top of
mind for customers with
access to this data.
With the inundation of paid
ads and influencers, it’s
almost impossible for
consumers to decipher
between what is organic
versus what is sponsored.