Media monitoring: why is customization indispensable?

media monitoring

Marketing teams and agencies that work with media monitoring know that it has always been a great challenge to show value in the work done through reports.

From hand analysis, counting interaction by interaction and news by news in communication channels, we have advanced a lot in terms of monitoring tools.

Today, adding citations or doing the centimeters of insertions in newspapers has become much easier. After all, it is possible to count on tools that use artificial intelligence to optimize this repetitive but essential work.

At the same time, generic data, such as the number of comments or the size of the spontaneously obtained spaces, are not enough to structure complete reports.

Taking only basic data into account can lead to a collapse in marketing strategies. When marketing is not adequately equipped with detailed information, optimizing campaigns to meet customer needs will remain a challenge.

So in order to create data sets tied to actual goals, marketers need to have a solid understanding of what data is important versus data that will not, in fact, bring meaningful insights.

After all, only when well managed and structured is data capable of generating valuable strategies for a brand.

So we see the need for data curation. That is, a team focused on customizing monitoring reports according to customer needs and meeting specifics.

It is this refined work that makes the difference between just having data at hand and having the right data to guide you.

Why use personalization in media monitoring?

Marketing organizations are being tested like never before. Many companies are forced to reconsider every aspect of their business model, prompting professionals to realign their strategies while on the move.

A decision made at the right time is able to avoid crises, take advantage of gaps, and boost your results.

To do this, you need to have a clear objective: what are the needs of your company or your client’s business? With the support of a curator, it is easier to identify what data is needed to solve these pains.

From there, we start collecting and collating the data.

Smart tools not only ensure that all media are monitored in real time, but also centralize all relevant media types for companies and communication agencies in one place.

With the data gathered, one can sanitize repetitions and enrich them by cross-referencing information and contextualizing it.

Many times, professionals sin by analyzing only vanity metrics, and not qualitative indicators. It is necessary to think about what kind of visibility the brand has, the quantity and type of mentions, who the influencers are – negative and positive – among other possible clippings.

When marketers are able to distill the data that generates results, they can act more accurately by focusing on the problems.

In addition, they are also able to leverage what is most effective in their media strategies.

To do this, leaving generic reports behind is the first step you should keep in mind.

Customization and Unification

The lack of customized reporting prevents a unified view of all the performances and results of marketing investments made.

Even a Forrester study reveals that marketing and business intelligence teams used to be too siloed to maintain effective reporting standards.

Thus, having a contextual background for your company’s or your customers’ data is a crucial success factor for digital marketers who use data to drive business decisions.

Additionally, media monitoring allows us to draw a panorama with strategic information about the client’s market niche, including themes related to the political scenario, the economic part, and market trends.

With intelligent monitoring, it is easier to identify who is covering the brand, to check which vehicles use the competition as a source, to see which releases were successful and which were the spontaneous articles.

It is also possible to deliver an effective management and a more qualitative monitoring, with sentiment analysis and identification of influencers, for example.

Solution for easy media monitoring

More than clipping and social media monitoring solutions, Knewin offers a complete and personalized media monitoring service.

By joining technology and individualized service, the Knewin Monitoring tool delivers precise and analytical monitoring for companies of various niches.

The team specialized in curation follows up news and mentions in real time, based on the needs indicated by the client.

By accessing Knewin Monitoring’s platform, one can build customized reports, including qualitative indicators, from the data that has been added to the tool.

It is a complete solution for brands that want broader analysis, involving factors such as reputation, market opinion and even mapping of the competition.

Thus, it is also possible to monitor and prepare reports for specific situations, such as crisis management, market analysis, and balance sheet construction.

Customized reports help you act with more precision and agility, since you can count on a partnership to ensure an analysis well aligned to the context of your brand. Be sure to consult us to learn more!