Marketing Strategy & Analysis

Marketing strategy and analysis is essential for making marketing decisions. Tools in this category combine data from multiple sources, including social media, web analytics and advertising, to give a broader view of marketing performance and help you to optimise your strategy for better results.

Insight Highlights

Marketing Strategy & Analysis tools are experiencing a significant evolution, driven by the integration of advanced technologies and the increasing complexity of the SITech landscape. One of the most notable advancements is the development of more comprehensive attribution models, to analyse the role that social media plays in the entire customer journey. This provides social intelligence professionals and marketers with a more accurate understanding of which channels and tactics are driving conversions.

The concept of "social asking" is evolving too, with tools offering more sophisticated survey design features and integrating natural language processing to analyse open-ended responses. This enables analysts to gather nuanced, qualitative insights alongside quantitative data, especially for sensitive topics which some consumers might not be vocal about on social media.

This category includes:

Social Marketing Management

Social Marketing Analytics

Social Advertising

Sponsorship Measurement

Social Media Marketing

Social Asking

Social Marketing Management

Social Marketing Management technology can help you plan and execute social marketing strategies and campaigns across different social networks. With it, you can streamline your social media marketing efforts and make sure your social media activities meet your overall business objectives. Many of these tools integrate with Social Listening and Social Analytics technology to provide insights into audience engagement, sentiment and campaign engagement. This makes it easier to respond to customer feedback, identify new trends and improve your marketing strategies.

Content planning and publishing: Plan, create and schedule social media content across different platforms in one place to keep your brand voice consistent, ensure a steady flow of content and save time by automating repetitive tasks.

Social media monitoring: Monitor social media channels for mentions of your brand or key topics and track competitor activity so that you can identify potential challenges or opportunities.

Team collaboration: Work with team members or clients on social media content and campaigns more easily, ensure consistency in your branding and streamline approval processes.

Social media analytics: Measure how well your social media content, campaigns and overall presence is performing using built-in analytics and reporting tools. This will help you spot what's working and what isn’t so that you can make better decisions in future.

Paid social management: Manage paid social media advertising campaigns, including tasks like audience targeting, ad creation, budgeting and performance tracking, to maximise their impact and deliver a better ROI.

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Social Marketing Analytics

You can use Social Marketing Analytics tools and platforms to collect, analyse and interpret data from social media marketing campaigns. This enables you to measure their performance so that you can optimise future strategies and show better ROI. A lot of this technology allows you to monitor conversations about your brand or campaigns on social media. By combining this data with marketing analytics, these tools give you a better picture of campaign performance and audience sentiment, than other types of MarTech alone.

Social media metrics: Track key social media metrics across different platforms to understand the reach and impact of your content, work out which posts perform best and see how you fare against competitors.

Content performance analysis: Analyse how your social media content is performing to work out which types of content resonate most with your target audience so that you can create more engaging and shareable content.

Audience insights: Learn about the demographics, interests, behaviours and preferences of your social media audience to create more personalised content and build stronger relationships with your followers.

Campaign performance tracking: Monitor how your social media marketing campaigns (organic and paid) are performing based on, reach, engagement, conversions, ROI and more so that you can work out which are performing best and focus your resources.

Social media attribution: Show the impact social media has on key business metrics, such as website traffic, lead generation and sales, so that you can optimise your marketing strategies and push for more budget.

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Social Media Marketing

Social Media Marketing tools help you use social media platforms to engage with your target audiences, build brand awareness, drive website traffic and generate leads and sales. They offer a way to create and distribute content, manage your social media presence, and measure the impact of your social media marketing strategy on key business metrics.

Content creation and distribution: Create and share engaging and relevant content across social media to attract and engage followers, and show yourself as an industry thought leader.

Social media engagement: Respond to mentions and messages on social media from followers and customers so that you can build stronger relationships, quickly answer their questions or complaints and create a feeling of community around your brand.

Influencer partnerships: Identify relevant influencers and thought leaders in the industry to partner with so that you have credibility when accessing new audiences.

Social media advertising: Create and manage paid social media advertising campaigns to reach specific target audiences, get more website traffic and generate new leads.

Performance measurement: Analyse how your social media marketing campaigns perform and identify the content and tactics that consistently work so that you can focus your efforts here and demonstrate better ROI.

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Sponsorship Measurement

Sponsorship Measurement tools help you work out how effective your sponsorship investments - including events and influencers - are and the value that they bring to your brand. They do this by helping you track brand exposure, audience engagement and other key business metrics which enables you to make more strategic decisions about your sponsorship spend.

Media exposure tracking: Monitor the media exposure you get from sponsorships across various channels, such as television, radio, print and online to compare the performance of each opportunity.

Audience engagement analysis: Measure how your audience engages with sponsored content, events or activations by looking at attendance, social media mentions, hashtag usage, sentiment etc.

Brand impact assessment: Use social data analytics to work out how key brand metrics, such as awareness, consideration and preference, are impacted by sponsorship so that you can make better decisions about future sponsorship opportunities.

Sales and ROI attribution: Link sales and revenue to specific sponsorship activities by using data from customer surveys, promotional codes or other tracking mechanisms to show ROI.

Competitive benchmarking: See how the impact of your sponsorship activities compares to your competitors or industry benchmarks to identify best practices and areas for improvement.

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Social Advertising

Social Advertising technology can help you create, manage and optimise paid advertising campaigns across different social media platforms. With it, you can target specific audiences, create compelling ad creatives, set budgets and measure the performance of each one. Many of these tools will use elements of social monitoring to optimise ad targeting based on who is saying what online.

Audience targeting: Reach specific audiences with advanced targeting that factors in demographics, interests and behaviours, so that you can create super relevant and personalised ad campaigns.

Ad creation: Design amazing ads that capture the attention of your target audience and enable you to communicate in a way that makes them want to respond to your call to action.

Campaign management: Plan, execute and monitor social media ad campaigns in one place and make sure everything is done consistently in the right way to optimise performance.

Performance tracking: Measure the performance of social media advertising campaigns in real time to identify the ads that perform best for each audience so that you can adjust your strategy on the fly and choose where to allocate your budget.

A/B testing: Do split tests to work out the most effective combinations of creative, placement and targeting. This will help you improve ad relevance and engagement so that you can maximise your ROI.

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Featured Tools

Social Asking

Social Asking tools allow you to survey or poll specific target markets, consumers or competitors. You can then analyse this data to get insights into trends, consumer preferences and the broader industry which helps you to make better decisions about product development, marketing strategies etc. These types of tools also provide a way of gathering opinions - potentially about sensitive topics - that you can combine with social listening data to build a clearer picture of the overall market.

Surveys and polls: Create and share online surveys and polls so that you can get feedback from your target audiences about your products and services. You can also use these to validate your assumptions, identify customer pain points and test product ideas.

Focus groups: Hold virtual focus groups with your target audience to get feedback on your products and services, and the overall UX so that you can find areas to improve, and refine your go-to-market strategy.