Enable social listening in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 07, 2021, 9:16 AM UTC

Social listening can help PR practitioners achieve effective two-way communication between brands and customers.

With consumers expecting brands to "read the room", PR professionals should consider social listening as an integral part of their new year's communication strategy. Communication experts should constantly monitor brand-related social activity, scan the comments on branded social posts and proactively seek customer feedback via surveys to better understand client needs and demands.

Companies should also reconsider their marketing channels as the screen time has increased since the declaration of the pandemic, while driving and daily commute have significantly gone down. Moving ad dollars from billboards or radio ads to real-time digital advertising or direct mail can help businesses better reach audiences.

Businesses should also capitalise on the binge-watching trend as consumers are now spending more time watching TV than usual. However, they must be sensitive to consumers' concerns around health.

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