Unlocking the Power of Media Monitoring: 3 Key Metrics to Drive Strategic Growth

Increasingly, businesses are looking to unlock the power of media monitoring to drive strategic growth. In this article we’ll reveal how to leverage the data and information obtained through this valuable tool to make informed and strategic decisions.

In a digital world where information flows incessantly, it is vital to have tools that allow to be aware of what is being said about a brand, the competitors and the industry in general. Media monitoring does just that: it gives a comprehensive, real-time view of consumers perception and emerging industry trends as well as existing opportunities and threats.

It is important to understand the key metrics that need to be tracked in order to obtain relevant and valuable information. The following metrics will help evaluate brand performance, measure the impact of marketing campaigns and identify opportunities for improvement:

Number of mentions:

This metric indicates how many times a brand has been mentioned in different media outlets and/or channels. Marketers can use it to evaluate the visibility of their brand and compare it with their competitors.

Sentiment:

Sentiment analysis indicates whether mentions are positive, negative or neutral. It can be used to assess the perception of a brand and detect potential reputation issues.

Reach and visibility:

These metrics tell how many people have been exposed to mentions of a brand and to what extent – for example, segmenting by region or media type. They can be applied to evaluate the impact of marketing campaigns and measure the reach of a message.

Another valuable way to leverage media information is to use it to analyze the competition and to identify opportunities and threats. Here, metrics can help answering relevant question such as: what are competitors doing to generate more mentions or achieve a greater reach?

How to reveal and measure impact metrics

For marketers, the easiest way to integrate these metrics and have them reflect reliable data is to acquire a media monitoring solution that is up to the task. eMedia Monitor’s customers endorse our solution; an automated, 24/7, real-time monitoring system that is characterized by outstanding reliability.

Thanks to the combination of technologies such as Boolean Search and Artificial Intelligence (AI), we provide concrete and clear metrics. Besides the number of mentions, manually assigned sentiment and reach, eMM also offers other key insights and data derived from the monitoring such as the breakdown by geographical region, by media type or language as well as the scope of mentions.

The data is accessible at any time via the online monitoring platform. In addition, all insights can be exported as a spreadsheet or presented visually in a presentation and shared.

Like our satisfied customers, you too can now leverage media content and integrate metrics into your strategy that will make your business succeed. Contact us and get in touch with one of our experts!

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