How data is changing PR: 7 ways to use data today | 7wData

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The success of your company relies on your customers hearing about you and your products. Your public relations department is responsible for getting your name out to the community and letting consumers know about your products or services.

data analysis can help them with this task by focusing on the right potential clients to reach out to, informing you of the best methods of advertising, and letting you know what campaigns should be adjusted as they are in progress.

Here are a few ways that data is changing PR.

Public relation specialists can also use this information to find new demographics to work with. They can work with a data wrangler to determine where a certain group of people live or what type of media they enjoy using. They can study the results of the searches provided to them to pinpoint the clientele that has an interest in a particular type of product or service. Reports from these databases can be narrowed down to the streets customers live on, the cars they drive, or the music that they listen to. Pinpointing your customer base lets you better budget your advertising dollars by focusing on those consumers who want to collaborate with you but may be unaware of your business.

In the current state of the advertising market, companies can study the results of the campaign they are running while it is happening. Your staff can use the data they receive from clicks on a website or likes on a social media page to determine what your potential clients want to see. They can look at which demographic is responding to what they see and what ad seems to catch the most attention. This allows your public relations department to adjust the program they are using towards the customers who are the most receptive. This analysis of the numbers can save you money by directing your marketing to those who are more likely to buy from you instead of those who are less than interested in your products.

It can be a challenge to predict the best method to reach your potential customers. Along with homing in on the demographic that works with your company, data analysis can also tell you what types of media they are indulging in. Your PR department can determine the segment of the population to focus on with studies concerning the social media they use or if they prefer television and newspaper to the internet.

Once your staff have the figures calculated, they can recommend whether your company should invest in virtual marketing and increase the organization’s search engine optimization, or if you should stick to your tried-and-true practices. Data can also break down to the types of programs consumers watch or what social media platform they prefer. The more you know about the consumers you are targeting, the easier it will be to discover what they want the most from your business.

Big data is able to indicate when you should offer a promotion and what products will sell the best at that time. Reviewing the sales trends in your organization as well as what items were popular then allows you to schedule an advertising campaign during that point of the year.