Customer Tracking: Important for Digital Marketing Success
Any type of business needs to pay attention to its virtual presence: monitoring social networks is part of this.
With the vast majority of companies investing heavily in digital marketing, it becomes essential to have some type of customer monitoring in virtual media, especially in social networks. The speed of information and the instant traffic of opinions can be positive factors if they are taken advantage of wisely, but extremely negative for the brand if there is negligence in the accompaniment.
Tracking customers via the Internet emerged in a context where a more accurate analysis of the return on investment made with social media channels and campaigns was sought. “Insights from these media are essential to justify results,” explains the coordinator of social media monitoring for DP6 Intelligence and Performance in Digital Marketing, Gabriel Ishida. For Ishida, the main recommendation when it comes to following up with clients is to know exactly what to follow. If you are in a market with a lot of comments, it is difficult to analyze everything that is said, the analysis becomes superficial. It is best to opt for a specific address. “You cannot try to embrace the world and analyze everything that happens because that determines that the expected results are not generated,” he says.
Customer monitoring must be quantitative and qualitative
Ishida reminds that qualitative monitoring must overcome quantitative monitoring, always with a certain balance, since each one has its due importance within digital marketing. Qualitative monitoring can be quite useful for identifying opportunities, checking for behavioral trends, and answering questions that involve people’s feelings and perceptions. A quantitative follow-up is important to understand the dimension and the potential of the diffusion of the topics. “We believe that an analysis of both fronts must be done to understand the scenario and generate insights for customers,” concludes Ishida.
Software and sites that help track customers
A digital marketing team or someone specialized in customer follow-up can be hired to perform this service. In case this is not the option, because the company is just starting out and does not have a very large budget, there are tools on sites and software that help with this task.
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