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The Social Data at the Service of Marketing

Kamrul Khan on July 29, 2014 - 8:04 pm in Facebook, Google Plus, Linkedin, Others, Social Media, Social Media Marketing, Twitter

The data derived from tweets, status and wall posts allow you to devise a more effective message and therefore better results.


Information = power: The formula is simple, it always has been and always will be. But as you collect the data?

In ancient times the marketing offices were racking their brains and a lot of work to find the data and information needed to create an effective advertising campaign. Over the segment of the population that is established as the reference target is vast, more must widen the sense of the message, in order to achieve a number of people such as to meet the costs of budget.

The dream for all people working in the marketing would have an audience gathered in a single basin ready to be floured business proposals. Entry into the digital age of humanity, and in particular the spread of social media, you can create a pool of this type.  In fact, thanks to the data relating to the habits, tastes and opinions of people you can select and restrict the segment of people who want to be involved with an advertising campaign.

From traditional marketing to personalized marketing:

According to a study published by Morgan Stanley analyst Benjamin Swinburne, TV viewers in America have fallen by 50% since 2002 and the printed paper is as infamous is slowly disappearing.  But as always happened in history if a system no longer meets the market requirements, a new service is ready to take over leading innovation. With regards to the collection of data and information necessary to target advertising campaigns, social media are a godsend. Suffice it to say that the estimated percentage of the increased use of social media among the population of adults in America has reached '800% in 8 years.


Social media not only allow you to be able to analyze an infinite amount of data, but also understand the kind of audience that the campaign will extend through the study of habits. With more accurate and precise at their disposal, advertisers have for the first time the possibility to study advertising tailored to the target audience using data collected on social, thus passing from traditional marketing to personalized marketing.

Before the arrival of social media, advertisers were forced to find a message that went well for everyone and that it was in line as possible with a variety of different people. This approach requires an intensive and extended distribution of the message, a substantial investment of capital and in spite of everything provides no guarantee of success in relation to the number of contacts and the effectiveness of the content.

In contrast, the personalized marketing narrows the target audience by reducing confined to a niche of people, thus maximizing the number of contacts. Using the data that you can pick up on social media and by studying the behavior of online users, you can create targeted campaigns and incredibly effective.

Social Media-personalized marketing

Things to keep in mind in personalized marketing:

Act as passive spectators in personalized marketing is not a winning strategy, in contrast to participate in discussions, register in groups and like to put the reference pages need to immerse themselves in the habits of the target to better understand the way of thinking and way of life. Doing so provides a real opportunity to be able to collect real data the most detailed and accurate as possible.

After collecting the data there is another work to do: we must better understand the habits and practices of the target chosen, analyzed in the light of the message and use them to create custom campaigns. Finally, we need to rework all the information obtained to fit the marketing platforms that are usually used, such as software CRM and ad networks.

Social media are offering to a wider scale of people the opportunity to express tastes and preferences and accordingly also offer the opportunity for advertisers to learn more targeted and effective campaigns, concentrating energy into a single point rather than focusing the mass and hoping to make the center.