We recently delivered what looked at first glance like a great piece of marketing for a client, one that catapulted it into new market and media outlets, that built on its market positioning and reputation as a disruptor, and which continued to accelerate market share and sales growth.
It was a great piece of marketing, and we were proud of what our client had achieved, but not for the obvious reasons.
What marked it as being different was that every aspect of the program was built on data, more specifically, analysis of the social web.
Where once the measure of success would have been media coverage and a general increase in brand awareness, on this occasion it was engagement by consumers who had been identified as being on the market, and those influencers with whom they engaged.
That this engagement was being tracked and nurtured in real-time was a given. That the foundation had been built on the pre-formed concrete of objective analytics, rather than the loosely-compacted sand of instinct and precedent, was what made the difference, on a number of levels:
The program itself then became a set of tasks that still had to deliver. But we knew the target, because we were talking with and actively understanding that target.
The broad sweep of marketing is being replaced by the forensic probing of the social web. The results, when executed well, speak for themselves – and to the business objectives, not just those of marketing.