SPONSORED: Why Every Modern Enterprise Organization Needs Insight-Driven Marketing Meltwater
If there’s one truth at the center of modern marketing, it’s this one: Brands don’t own the narrative anymore. Consumers do.
At a time when consumers trust their peers most for advice and recommendations, one of the best investments executives can make is in understanding consumers better. This is where insight-driven marketing enters the strategic picture, bringing consumers’ needs to the forefront.Consumer insights were once rare, based on static data harvested from time-intensive processes like surveys and polls.
Natural language processing and visual analytics give marketers advanced tools for understanding brand narratives and perceptions in real time. AI-powered tools such as pattern detection algorithms and digital “assistants” are also enriching marketers’ contextual intelligence so they can better predict what will happen next.
Insight-driven marketing solutions give executives a holistic view of their consumer data sets across key elements of the business, including marketing, public relations, strategy, and research and development. However, all that information loses its potential utility without a system and a team for analyzing and delivering them to key stakeholders and decision makers.
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