Public Relations & Social Marketing Insight

...Millions are spent on content creation and propagation across many channels and media. Multi-channel marketing concepts can be fitted to this alternate use case by helping brand marketers understand the contribution of content investments to an engaged audience of individual consumers. It’s like placing iBeacons on branded content such that marketing spend can be optimized around the messaging that connects best with consumers. Metrics such as open rates and website visitor dwell times become indicators of content quality comparable on a relative basis.It takes a blend of informed creative brilliance and technology enablement to pull this off – key is informed.

To these ends, it’s essential to reign in the insights digital channels capture to fuel a profile of individual consumers that lives, grows, and evolves just like the person it describes. These insights help both agencies and brand marketers inform brand storytelling with knowledge of their consumers beyond superficial characteristics. In this way, you could say consumers help write the story....