Originally published March 26, 2015 , updated on September 18, 2024

Published Date: The date when the blog went live on GL website.Updated Date: The latest date when the GL Content team updated this blog.

In this new age of digital, social, and mobile mediums, social market research is becoming more and more important.  The majority of consumers are constantly connected to a digital stream of information. It has changed the way they shop and browse on whichever screen happens to be in front of them at the time! The most progressive marketers understand that they constantly need to switch on their brand to this audience, in order to ensure media impressions across social media and websites.
The differences in these impressions can tell us a lot about the consumer. A paid impression lets the user know that the marketer thinks they are interesting to their brand. On the other hand, an earned impression will tell the marketer that the consumer finds the brand interesting to them.

Insight
The smartest marketers will take this information a step further. You can optimise content by tracking every Tweet, post to Facebook, click and page view. Also, you can develop creative strategies and website or app experiences. You can achieve it by discovering which ideas are most engaging to consumers, simply because users have viewed and shared them the most. Bear in mind it is important to find a healthy balance. Intelligent consumers will spot it if you over saturate one area of your marketing. Quickly build on multiple successes and don’t be afraid to keep developing new ideas for content.

Digital and social data from market research can offer so much more than surveys alone.