live shopping chat for seamless and personal experience, YouTube Shorts / Instagram Reel series for product education, or BeReal. Thirdly, how are competitors marketing to these groups – are they using tech that’s automated i.e.
Then look at your most profitable segments: what platforms are they most active on, who/what influences them i.e subcultures on TikTok, or cycling community groups and forums. Understand your shopper demographics – can you segment them by lifetime value/lifestyle. What cultural/seasonal conversations are happening that are impacting your industry +/-įor example, you’re a cycling brand and your job is to sell more bike accessories to city dwellers who have taken up on the cycle to work scheme.įirst look at what audiences are currently saying about your brand – look at your customer service enquiries – both good and bad.
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What they think, feel and do – this includes the conversations they are having (privately/publicly) and where they are having them – drivers and triggers as well as shopping behaviours. This ranges from sentiment analysis (how people feel about you emotionally), to performance metrics (conversion rates / bounce rates / basket spend value).
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I’ll open by saying, your 2023 social media strategy shouldn’t be a 12 month rigid 457263 page deck full of squares and circles – it might make you look clever but does it deliver against what audiences actually need from you?Įvery great marketing strategy I’ve ever worked on starts with data: Here we begin to dig into the detail, exploring processes for building an engaged audience, and winning new customers, via your social channels. With previous training roles at Facebook and Google, here Kineta highlights research and planning based actionable insights, identifying audience targets and key messaging approaches, along with tools that marketers can use to deliver the outcomes they’ve focused in on. In part 2 of our ‘ CIN guide to Marketing which makes a difference’ we hear from Kineta Kelsall Senior Director, Training (Social Media) at Jellyfish, exploring tools and techniques used to gain and hold audience attention, as well as winning new customers
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