News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Motista to identify branded connection data
Add another way to target and hopefully engage online consumers: connection data. From Motista and available today, a new platform called Motista Consumer Connection gives brands on-demand access to consumer data. Some of the data goes back to 2007, giving marketers an in-depth look at how consumers engage with a brand.
"We've seen a pattern that marketers and companies are struggling to really connect with consumers. There is so much competition between brands in engaging consumers, but there hasn't been a solution," said Alan Zorfas, Co-Founder, Motista.
The platform is geared toward Fortune 1000 brands, helping them to identify actual connections between the brand and the consumer. For instance, why does Consumer A identify and connect with Dr. Pepper rather than Coca-Cola? The collected data can be used to build segments, research competitors and even develop richer segments within their client base.
"Connection Data is the deeper, more personal motivation connecting a consumer to a brand; it identifies what about Brand A makes the consumer feel better or more confident," said Zorfas. "Identifying that connection is crucial because [the connected consumer] will not only pay more for that brand's products, but they will advocate for that brand."
Some brands have begun listening to social networks to find those deep motivations, which is a mistake according to Zorfas. Although the social space does help brands find consumers who are engaged with their products, blog posts or status updates rarely offer actual connection-based reasons for that engagement. The data is collected continuously, with some going back to 2007, so brands can compare quarter to quarter, year to year or go even farther into how consumer are engaging.
"This is empowering the marketer," said Zorfas. "There has been a wall between marketers and consumers and research, so the fact that a marketer can now walk into a meeting armed with actual data that tells other executives how and why consumers are engaging and supporting the brand is priceless."
- Elance: Remote hiring sees 60% jump
- Engajer integrates to LinkedIn
- JiWire: Mobile engaging travel consumers
- Drama, inane ramblings and parents turn teens off Facebook
- Survey: UK consumers re-think loyalty to brands
- PPA: Digital magazines boost demand for print editions
- Tapjoy: Ad engagements preferred by mobiles
- European silver surfers' media consumption moving online
Featured White Papers
- Learn How to Increase Traffic, Leads and Sales By Reaching More Than 11 million people on Pinterest
Pinterest isn't just another social media network. What appears to be the fastest-growing social media site ever has become a...
- Improving ROI with Marketing Optimization
The requirement to juggle multiple constraints and considerations is an inescapable part of the marketing equation. Marketing executives need a...
- Top 10 Online Brand Protection Strategies for 2013
Whether stealing web traffic, pirating digital content or selling counterfeit goods, online scammers are sure to continue highjacking brands for...
- Get Serious About Email Marketing
Small business success starts with a solid email foundation. If you're a small business with limited resources, you need an...