Big Data, on certain occasions, can provide excellent allies for effectively organizing one’s communication strategy, especially if it is a wide-ranging plan that aims to gallivant into a certain multitude of users, or otherwise capture their attention quickly and incisively.
Once the customer profiles to whom one’s communicative messages should be targeted have been identified, the real challenge, for brands, is to carefully choose the platform in which to convey the content, but also to consistently organize a message (or a series of messages) also in its external aspects, such as textual parts, photographs or videos, or all the other elements that could contribute to liven up the online communication.
A common mistake, still made by many companies in every corner of the world, is to shoot in the dark, avoiding choosing specific targets and addressing their communication campaigns to an extremely varied audience, as if they hoped to get concrete results from having reached more people.
Winning strategies
This strategy almost never proves successful: first of all, because it is too simple, and its elaboration required no effort of any kind, neither creative nor conceptual. Secondly, the very fact of hoping that one’s communication message will impress and strike to the heart a large number of people, selected at random and without any criteria, is pure utopia.
At the time of its inception, the content that will animate your online communication already contains within itself the potential to be positively received by a certain kind of audience, your target audience, and it is only to them that it should be addressed. For these reasons, in this day and age, the careful study of your target audience and its behavioral habits (not only purchasing habits) becomes of primary importance in the strategic setting of your communication plan, and should indeed be the fundamental premise for any subsequent action with which you intend to achieve your goals.
Your target audience should also be identified precisely through the support of Big Data, which can provide very useful insights into people’s online behaviors, preferences and tastes, as well as, of course, information about their age, gender and social status.
Someone who had just launched a business in Zimbabwe, for example, or even an established brand who wanted to turn their online communication around, should certainly consult data on people’s social media use and draw all the necessary conclusions. The case of Zimbabwe is quite peculiar, because among the social media most loved by the digital community (after Facebook) seems to be Twitter, a tool that in Western countries is routinely used as a powerful tool at the disposal of public relations practitioners, but also to strengthen brand reputation as a whole.
In Zimbabwe, where people like to discuss politics and different battles carried out by the population, including in terms of human rights, a social media where real content can still be found will undoubtedly be much more successful than Instagram or TikTok, and will therefore also have to be exploited by companies to deliver very specific messages, without being afraid to express their point of view, especially when it comes to ethical issues or social issues. By inserting itself into the flow of discussions already initiated by users-and favored by Twitter’s structure-the brand will position itself extremely effectively, and will quickly achieve excellent results.
The quality of content
Work on the creation of quality content is undoubtedly important, it is almost always decisive, but companies should also pay the same attention to the choice of recipients to whom to address them: on the latter choice will depend not only the effectiveness of a single communication plan, but also the overall reputation of the brand in the short and medium term.
One sector that has certainly learned how to create specific content aimed at a certain category of users is undoubtedly that of online gambling: some of the best online portals, in addition to offering wide assortments of games for all tastes and exclusive casino bonuses, in fact also offer guides and honest reviews that concretely help each user at every stage of the game, from registration to making a deposit, up to the actual game. This content, created by a team of experts at the site’s disposal, contributes greatly to enriching the gaming offerings of these portals, making them even more unique and distinctive.
Big Data can change a company’s fortunes forever, setting a completely different tone for its communication (especially on social media).