Moving From 'How Many?' To 'why?'

AT THE CORE of communications work is the objective of driving individuals to action. With audience attention increasingly fractured across multiple channels, communicators are faced with a daunting task: they must find their audiences and quickly connect with them in ways that compel them to take action. The right measurement strategy can help communicators identify what specific factors motivate an audience to act, increasing the success rate of a programme.

- Mazen Nahawi

It’s harder than ever to find and reach your audience

Today, reaching your audience is becoming increasingly more complex and costly. There are more ways than ever to connect with your consumers across mobile, digital, social, print, broadcast and outdoor media. Couple that with limited organic reach on channels such as Twitter and Facebook and the spiralling costs of social media influencers, and you’re on a path to an expensive outreach programme. It stands to reason that when you do reach your audience, you need to deliver a compelling message that resonates with them and drives action.

Knowing what motivates your audience is vital to connecting with them

Social media has given rise to a new demographic, a demographic that can no longer be defined by their age, income, nationality or even gender, but rather shared interests and values. Instagram and Snapchat are perfect examples of prominent social media channels in the Middle East where large groups coalesce around shared interests. However, there is very little by way of automated analytics to understand these audience groups, the content they share and what drives their engagement.