Audience intelligence is not only synonymous with innovation and technological disruption, but it also adds value to various job functions across the organization. It serves as a valuable resource for different teams to inform their decisions and perform their tasks in a way that delivers a greater impact.
When it comes to building a campaign, audience intelligence can power all the key phases relating to planning, activation, and measurement. With that said, let’s dive deeper to understand how audience intelligence can be used within different campaign phases.
Audience intelligence in the planning and strategy phase
This is the pre-campaign phase where the structure of your campaign begins to take shape. It’s the stage where all the planning takes place and involves planners, analysts, and strategists. These may be in the form of job roles such as market and consumer researchers, content strategists, and account directors.
1. Target audience identification
Audience intelligence helps you identify your target audience based on various profile attributes relevant to your brand. It involves looking into keywords and conversations to search for social profiles that match the attributes that you’re looking for. These insights can then be used to find who your target audience is based on what their needs are and what they’re interested in. In other words, audience intelligence shows you exactly whom you need to plan your campaign around.
2. Audience segmentation
One of the most effective uses of audience intelligence is for segmenting your audience. It provides you with data related to demographics, socio-economics, and interests. You can then use these insights to segment your audience into different categories, which will help you fine-tune your targeting and messaging.
For instance, instead of targeting all music lovers for an upcoming music album, you may be able to create an audience segment comprising music lovers living in Brazil who have a particular affinity for reggaeton.
3. Consumer research
Audience intelligence lets you create campaigns based on research rather than on assumptions. It dives deep into your audience segments and gives you a better understanding of who they are. From their personality insights to their online habits and their buying mindset, you’ll be able to conduct in-depth consumer research to inform your campaign.
4. Competitive intelligence
Looking at other brands that your target audience follows can help you get a better idea of the competitive landscape. Moreover, insights into your competitors’ audiences will help you dig deeper to see where they currently stand and how you can set your brand apart.
5. Influencer identification
Audience intelligence can be used to identify the right influencers to partner with based on who your target audience looks up to. Looking at the common influencers followed by your target audience will help you narrow down the ideal influencers for your campaign.
6. Audience-centric social listening
With the help of audience intelligence, you can go beyond the traditional keyword search strategy to listen to what your audience is saying and create social listening queries based on segment audiences and (macro, micro, and nano) influencers. This allows you to dive deeper into both historic and real-time conversations so you can understand your audience’s pain points and sentiments as well as predict upcoming trends.
7. Media strategy
Create the ideal media mix by combining earned and paid media to develop the perfect strategy thanks to the insights provided by audience intelligence. It helps you understand what social platforms and which media - including potential media outlets you should focus on for PR planning - are the most suitable for your target audiences. This then enables you to create completely customisable targeting to effectively and efficiently impact the relevant audiences.
8. Sponsorships and partners
The best opportunities to pursue sponsorships and partners can reveal themselves when you identify which brands your target audience is the most interested in. You can also do some detective work into the overlap of brands for different customer segments, helping you narrow down opportunities for sponsorships and partners to ones that will give you the greatest reach and impact for your campaign.
9. Content creation
Content strategies are another great benefit of audience intelligence. It helps you discover what kind of content resonates most with each different segment of target audiences. You’ll be able to identify both the content they consume and the publications on social networks with which they interact most. Using these insights, you can create content that will enrich your strategy and resonate with your target audience.
10. PR
Audience intelligence allows you to identify, plan and prioritize the ideal stakeholders to connect with and through the most appropriate communication channels. It also allows you to perfect your tone of voice and the key terms necessary to fully customize your pitches and press releases to these media outlets.
Audience intelligence during activation campaigns
The activation stage is where you execute the strategy and put your campaign into action. This is another aspect of your campaign where audience intelligence can add significant value, particularly for activators in the organization such as marketing managers, heads of media, and PR managers.
11. Influencer marketing
The identification of the macro and micro influencers in the planning phase allows these influencers to spark the fuse and direct the conversation during the execution of the campaign. This enables you to explore creating UGC with pitch perfect influencers that can be used in paid ads and other areas of your campaign to give your campaigns a more authentic feel.
12. Audience-centric social listening
Identifying trends in conversation and generating “moments” in real time is one of the possibilities offered by audience intelligence. In this way, more relevant conversations can be created by segmenting audiences that talk about certain topics and obtain insights about these groups from the analysis of social data.
13. Media strategy
Custom segmentations created during the previous phase can have others added to them with similar unique affinities, thanks to audience intelligence. This will then become the basis for the promotion of the campaign on advertising platforms such as Facebook, Twitter, Instagram, etc. for the different audiences and segments identified.
14. Content creation
The ability to personalize messages to attract and connect with different segments individually is one of the values generated by intelligence about audiences. It allows you to discover the most popular keywords and terms used by each interest group and select the channels that generate the best performance for each audience and segment.
15. Sponsorships and partners
The previously identified audiences of collaborators for sponsorships and partners are the target audience of video pre-roll for the best content creators of the sector in question (sponsorship ads). Thus generating sponsorships based on valuable data on the audiences that can be reached through advertising.
16. PR
At this point in the campaign, the influencers and journalists identified in the previous phase have to be monitored. With the help of listening platforms, the interests and activity of these profiles of interest can be identified, and that data can be used to connect with them through pitches based on those topics.
Audience intelligence for analyzing campaign results
Finally, the analysis phase of the campaign typically comes after the campaign has been launched. Here, audience intelligence can reveal valuable insights to understand performance and audience reception. Analysts across various departments can make use of the data and interpret them to create further business value.
17. Competitive intelligence
Audience intelligence enables the analysis of the overlap between the campaign audience, the target audience and the audience of the competition. You can then make a comparison of this pre and post campaign data to understand how it performed.
18. Influencer marketing
In this post-campaign phase, audience intelligence facilitates the identification of who the influencers and creators have been that have had the greatest impact on the audience and the different segments.
This makes it easier to identify leading influencers to partner with for your future campaigns. Moreover, you can also analyse audience reception of influencer-generated content to see what approaches worked so you know how to optimise your next campaign.
19. Audience-centric social listening
What type of content has been most successful and for whom? What was the campaign performance with each segment? These questions will be answered with insights provided by intelligence about audiences.
20. Content creation
Analysing how different pieces of content generated engagement among your audience will help you understand what resonates with them. This will then be able to inform your future content curation efforts since you now know what types of content to focus on.
21. PR
Audience intelligence allows the analysis of the intersection between the target audiences and the audiences reached through the journalists and influencers who have participated in the campaign.
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