Audience Intelligence: Driving Marketing Efficiency

June 8, 2022

It’s no secret that, in a competitive market, you must market as efficiently and effectively as possible. That’s when Audience Intelligence comes in. When you do it right, you’ll be able to create more awareness about your brand and products, reach a wider audience, sell more products, and generate more revenue.

Now the question is: How do you do this?

The answer is simple. If you want to market more effectively, you need to understand what your audience, and by implication, your customers want, what they like, and what they don’t. So, you need audience intelligence.

When you have it, you can align your offering and offer products and marketing better to meet the needs and expectations of your customers.

Fortunately, there are various platforms where your customers share their opinions and feedback about brands and products. Unfortunately, there are so many platforms that it could be challenging to know where to start.

In addition, with so many platforms, gathering the data you need manually is impossible. In this case, you might need to use an advanced tool to make this process easier.

To sum up, if you want continued success and generate consistent revenue, you must understand your customers’ opinions, needs, and expectations at scale.

With this post, like in a recent podcast, we’ll dig a bit deeper into what data, insights, and how you can use it to make your marketing more effective and efficient. We’ll also introduce a tool that can help you gather consumer intelligence at scale.

What is Audience Intelligence?

Let’s start by looking at what audience intelligence is.

Simply put, audience intelligence understands an audience that is made up of potential customers. This understanding means you know what your potential customers like and don’t and their opinions and feedback about a specific product or brand.

But now the question is: Where does audience intelligence come from?

To answer this question, we have to look at the creator economy. Millions of creators make YouTube videos, posting on platforms like TikTok, Instagram, and many others.

These creators have audiences who appreciate their work, and like the content they produce. And these audiences number in the hundreds of millions. Almost everyone consumes content and forms part of an audience in some way or another.

Now, looking at that content and those audiences, you can understand their opinions, needs, and expectations better. In other words, you can gather vast amounts of data, analyse it, and extract valuable insights that can help you align your offering to meet your customer’s needs better.

This is where a platform like Sila comes in, as it can give you the data that leads to insights. It uses technologies like Natural Language Processing, artificial intelligence, and machine learning to extract data from various sources and is aimed specifically at Arabic-speaking consumers.

Before we go any further, we must understand the difference between data and insights.

Data for Audience Intelligence

Simply put, data is just a set of facts. In other words, data is just information. For example, in a social media setting, data would be the number of:

  • Videos someone has posted
  • Followers a person has
  • Likes and shares on a video
  • Comments on a video
  • The text contained in the post and comments

However, remember that these are just some examples of data and that there could be others depending on the platform.

Insights

In contrast, insights are the results of data analysis. So, when extracting insights from data, you turn that data into information you can use to align your offering to what your customers want and expect. For example, through data analysis, you’ll learn how your prospective customers behave, how they respond to a particular product or brand, and how they feel about your business or products.

Sila Emotions category

As such, insights happen when you give meaning to data and allow you to make better decisions. However, even though insights might sound more important, the quality of the insights depends on the data you can gather. It thus forms the foundation and provides a rich basis for analysis.

How to Build Audience Intelligence

Now that we’ve seen audience intelligence and the distinction between data and insights let’s look at how you build audience intelligence. Understandably, according to us, using Sila, our AI-enabled consumer intelligence, is the best way to do it, but you don’t necessarily have to.

You can gather a lot of data you’ll analyse to extract data yourself without using any advanced tools. However, when you do, there are a few things you should consider. For one, when gathering data manually, you’ll have to look at how many people are looking at a particular post, how many likes it has, and then read through the comments. And this is just for one post.

As you know, there are thousands of posts. So, if you do this manually, it will likely take a lot of time and effort, which you could rather spend on running your business or marketing your products or brand. In addition, as posts and discussions happen globally, some of the content will also be in other languages. This means you simply won’t be able to gather the data.

This is especially relevant when you consider that different words might mean different things to people from diverse cultures who speak different languages. For instance, people from Canada and Australia might say the same thing in English, but it might have different meanings due to slang or different dialects.

Sila Emotions by Dialect

That’s why you need an advanced tool like D/A’s Sila. It can help you enrich the data and gather more valuable insights. More importantly, you’ll be able to do this more effectively and efficiently.

Using Effective Tools

As mentioned, it can do this using natural language processing and artificial intelligence. These technologies enable Sila to process vast amounts of language and images at scale. In turn, it can automatically extract large amounts of consumer data in several languages, from English to Arabic.

In addition, because Sila can process images, we can add context to the consumer data you gather. This is simply because, if you look at social media nowadays, you’ll miss much of the discussion and discourse if you only analyse text.

As such, when you’re able to process images, you’ll add an extra layer of information that adds context to the text used in posts and comments. As a result, you’ll identify and understand things like sarcasm, emotions, and dialect.

This way, you can truly understand your customers, regardless of their language or language. And when you truly understand your customers, you can make better decisions about your marketing efforts, how you create awareness about your brand, what content you use in your marketing strategy, and where you’ll reach your audience.

To sum up, this allows you to improve your marketing targeting significantly, make your marketing more effective and efficient, achieve a higher return on investment on your marketing spend and give you an edge over your competitors in a competitive marketplace.

Why Audience Intelligence Makes Marketing More Efficient?

Now that you have a broad understanding of audience intelligence and how you can build intelligence about your audience, let’s look at why it makes marketing more effective and efficient.

Better Customer Understanding

As mentioned earlier, audience intelligence gives you a better understanding of your customers. With this understanding, you’ll know what products your customers want, what content they resonate with, and what they expect from the brands they do business with.

As a result, you’ll be able to offer your customers the products they want, market more effectively with the content they prefer, and align your brand to their expectations.

Adaptability and Flexibility

Nowadays, to stay competitive, you should be able to pivot quickly and adapt to changing and evolving market conditions. With audience intelligence, you’ll be able to do this as you’ll have insights into how your customers’ needs and expectations evolve.

This enables you to stay ahead of the curve and adapt your products and marketing strategy to an evolving market and changing conditions.

Identifying Marketing Opportunities

With audience intelligence, you’ll identify new trends far quicker than ever before. When you do, you’ll identify new marketing opportunities easier and be able to capitalise on them before your competition does. This gives you an edge in the market and makes you stand out from the crowd.

The Bottom Line: Audience Intelligence

Hopefully, this post helped illustrate audience intelligence and how you can better understand your customers to market your products and brand more effectively and efficiently.

If you want these insights about Arabic-speaking consumers, get in touch with D/A.

Our AI-powered platform, Sila, gives you the most accurate insights into Arabic-speaking consumers.

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