It’s great to see marketing teams becoming more social savvy, but measuring buzz volume is only useful if you can decipher what the buzz is saying about your products. Which usage models matter? What are my strengths? What do I need to make customers happy? Who’s winning and why?
So how do you filter the heavy noise from useful buzz? First, are you measuring the right things?
Positive responses from actual customers are the ultimate form of product evangelism and also the ultimate resource for product and campaign planning. Argus Insights measures product success by customers’ shared user experiences—messaging success, product attribute success, and even success at competitive positioning. For this case we will look at the application of experience metrics to Marcom and PR teams.
Take a look at the top over-the-ear headphones on the market today presented in Argus Insights’ Buzz and Experience Landscape. The size of the circles represents the Volume of Experience Buzz for the particular headphone model. The Y-axis represents delight based on customer reviews. (Think 0-5 stars).
While our Attribute Funnel shows that Beats is the preferred music headphone, Bose has the highest overall delight among the many thousands of reviews we collect at Argus Insights. Bose QuietComfort he
adphones are leading in customer delight, but the buzz sounds more like crickets chirping. Forget ‘Likes’! Bose, your product is actually knocking socks off! Ahoy, messaging opportunity! Argus’ product experience analytics can determine which features customers like best about the Bose QuietComfort headphones. These attributes help you differentiate your message. With analytics for product usage across the category and competitive experience measures, PR and Marcom teams can be more responsive and strategic in their campaigns and with better measures of success.
Product experience analytics enable PR and Marcom teams to:
- Analyze the strengths and weaknesses of the competitive landscape
- View top usage models and product features to plan promotional campaigns with messaging that speaks to users
- Assess product launch campaigns and message resonance
- Iterate messaging based on feedback and changing user scenarios
But the picture is bigger than this! I hear communications professionals convinced that their campaign performance would be higher only if the product was more competitive, people actually liked it, or the ecosystem was stronger. If only Justin Bieber would promote my headphones! All functions of a CMO’s organization can take the blame together. Product marketing and development, marcom, and intelligence must align initiatives with the user experience and then celebrate the success together. The analytics are already available! See why your products (or competitors products) are winning (or losing) in the market. Contact us for a noise-free demo firstname.lastname@example.org.