Media monitoring, which used to mean knowing which newspapers were popular with readers and which sections they spent the most time on, now takes on a whole new meaning. It now encompasses business AI software that can monitor specific brands, their competition, and online and offline marketing effectiveness. Media monitoring is used in many different ways for different purposes by many brands around the world.
This is what a simple media surveillance diagram looks like. These charts can be quite complex, including mentioning multiple variations of brand names and monitoring blogs and media from multiple sources. The results are therefore typically in the form of elaborate Excel spreadsheets, press releases, or other information sheets, as shown in later sections.
Before delving into the details, let’s first explain what media surveillance is.
As the name suggests, media surveillance describes the process of observing media in a targeted way, be it print, online or radio. A target is typically a keyword or topic, including a brand or person’s name. These observations can be recorded and saved for later analysis for valuable insights and potential marketing leads.
This process may include monitoring blogs and social media as more popular platforms for the most relevant and user-centric results. There are three main types of media surveillance.
Monitor print media
A print media monitor is typically a department or company that scans print publications or online blogs and mentions their or their competitor’s name or services. These are captured in the form of press reports that include all coverage including metrics, trend analysis, advertising value and brand awareness. This type of monitoring is typically used for audiences focused on newspapers, magazines, or online blogs.
Broadcast media monitoring
With so many radio and television stations broadcasting all over the world, keeping an eye on them all can be a daunting task. For this reason, companies typically monitor only local area stations. Ratings of radio stations and TV channels are monitored, and customers have the opportunity to share their opinions about what they like and dislike about certain brands. This type of monitoring involves voluntary customer engagement and is usually more effective than print media or blog monitoring. Cisco, MoneyGram, and HP all use broadcast media monitoring to make their services more customer-centric. Cisco reported his ROI of 281% on the annual trade show broadcast alone.
Social media monitoring
Today, news has permeated social networks before television and print media. Social media websites such as Twitter, Facebook, and Instagram are the primary destinations for most people’s information gathering and are also the primary source of breaking news. Social media monitoring is therefore the most promising way to gather information about your brand.
This is one of the reasons social media surveillances has become so popular. Companies like Arby’s, Pizza Hut, Nestle Purina, Gatorade, and Barclays all use social media monitoring to find promising results and improve their performance based on customer feedback. These activities brought people’s trust in companies and increased their brand awareness.
Merits of Media Monitoring
- Provides the user with updates on activities about their brand.
- Will have control over the reputation
- Realize problems sooner.
- Gives you tangible results about how successful your marketing strategies and other communication attempts are
- You can monitor your competitors more effectively, including what customers like and how you can get an edge over them
- You get a direct line between yourself and your customers
- You get another chance to win back lost customers by finding out what you did wrong and rectifying them
Media Monitoring & Brand Awareness
There are many ways to make people more aware of your brand, ranging from traditional ads, aggressive social media marketing, and live customer care; but it’s just not enough anymore. Media monitoring helps brands do this effectively.
Social media monitoring can help brands identify weaknesses in their services and improve them more effectively. When existing customers see your brand really listening and proactively addressing issues, they will feel a greater affinity and trust in your brand and will stand out from the competition.
Existing or new customers can also be attracted this way once the brand begins to understand how much attention they pay to them. Media scrutiny and brand awareness are intertwined thanks to the role of social media in our lives. With social media monitoring and blog monitoring, you can know what your customers are thinking and grow your brand faster.