Business Analytics, Business Intelligence, Big Data. Does all this seem very far from your company? Believe me, it's not. The concept of capturing and analyzing strategic data, with the support of advanced technologies, can be successfully applied to processes that you probably already adopt – or plan to adopt.
O press exposure monitoring, for example, is an essential task for measuring and monitoring the results of any communication strategy. Many companies already adopt this measure, but few apply analytical intelligence to this content so that it becomes a competitive business advantage.
An even smaller number benefit from advanced technological resources, such as Artificial Intelligence and Machine Learning, to speed up and increase the accuracy of this survey. This implies a loss of opportunities and, ultimately, the market. With the popularization of these advances, extremely accessible tools are now available to strategic analysis professionals to take advantage of the full potential of valuable information.
Monitoring the press exposure of just your brand, with manual, slow and ineffective processes, is not taking advantage of the full return that betting on the correct strategy can bring. On the other hand, with an investment available to companies of all sizes, it is possible to give this process an extremely strategic character and use the insights to leverage effective business results.
Check out four tips on how to turn monitoring press exposure into a real competitive advantage for your company.
- Monitor top competitors. Make a list of those companies that actually fight for the same market and customer profile as your brand, and start monitoring their exposure systematically. This will allow you to have a defined basis of comparison to evaluate your own performance in visibility and positioning. And still have important insights into how creative or differentiated your business, marketing and communications strategy is, when put into perspective with what everyone else is doing.
- Monitor the main news in the sector, including content released by regulatory bodies. In addition to staying on top of trends and having access to research, studies, events, this regular monitoring allows your company to anticipate trends and study the incorporation of new technologies, services and products that the market is beginning to demand. It also makes it possible to prepare for possible challenges – especially changes in legislation, licenses, permissions, concessions – and anticipate risks, preventing them from becoming crises.
- Monitor the sectors where your current and potential customers are located. On the one hand, news about the companies you already serve can bring important elements to support a strategy for future expansion of services and products: it is the customer telling you first-hand what they will demand tomorrow and how you can maintain the partnership long-term. On the other hand, you discover great prospects and obtain information for a more personalized – and effective – approach!
- Share the information with your team. The most modern press monitoring tools not only enable the capture of stories in real time from millions of printed, online, radio and TV outlets, but also offer possibilities that facilitate this sharing. Alerts for important keywords can be scheduled to arrive via WhatsApp and the main news of interest for the day arrives early in everyone's email. Interactive dashboards are available 24 hours a day for consultation at any time. Arriving well-informed at a meeting with a client or prospect enhances opportunities and strengthens relationships. And most importantly: your team can actually contribute their talent and ability to generate innovative ideas, based on facts and strategic data.
