Brand monitoring means gathering information about how your eCommerce brand is perceived and performing, across as many channels as possible. Driven by a solid strategy, you can turn this data into actionable insights and grow your audience.
But nowadays, channels are busier and more complex. Customers are also savvier and more demanding. Satisfying your audience and beating the competition means taking a closer look at your brand.
You likely have a solid picture of your ideal customer, perhaps it was or is still accurate. But channels are evolving so fast now, and taking audience behaviors along for the ride. You need a proactive, continual strategy for brand monitoring to ensure your understanding remains up to date.
Brand monitoring can bring other key business benefits like:
路聽聽聽聽聽聽聽A better understanding of the purchase journey, with the ability to spot pain points and bottlenecks
路聽聽聽聽聽聽聽The ability to address problems fast, or even predict and stop them altogether
路聽聽聽聽聽聽聽More opportunities to understand and deepen your relationship with customers
路聽聽聽聽聽聽聽Improved understanding of the competition, as well as friendly adjacent brands which complement yours
路聽聽聽聽聽聽聽Deeper insight into how your ad spend is performing
Before you can gather the best mix of brand monitoring tools and software, you need to know exactly what you鈥檙e measuring. Depending on your specific objectives, you might want to track key performance indicators(KPIs) like:
路聽聽聽聽聽聽聽How often your brand and products are mentioned by name on social media
路聽聽聽聽聽聽聽Industry-specific keyword traffic you can leverage for ads and SEO
路聽聽聽聽聽聽聽General sentiment: are people saying good things or bad things about you?
路聽聽聽聽聽聽聽All of the above for your competitors
Brand monitoring ideally considers as many of your active sales channels as possible. This can complicate matters, since every channel needs to be measured its own way. You don鈥檛 get the same data in the same format from Amazon as you do from Reddit.
Collect and standardize data into one format with a system that covers multiple channels like:
路聽聽聽聽聽聽聽Your own website and media
路聽聽聽聽聽聽聽Search keyword traffic
路聽聽聽聽聽聽聽Social media buzz
路聽聽聽聽聽聽聽Videos, podcasts, and emerging media
路聽聽聽聽聽聽聽News reports
路聽聽聽聽聽聽聽Online forums like Reddit
路聽聽聽聽聽聽聽Review aggregators
鈥
Your brand monitoring strategy needs to be bespoke to your business. We help marketing and eCommerce teams by providing the tools to assess your entire digital presence, across every touchpoint. Tools like our Digital Shelf Solution.
Being able to conduct in-depth sentiment analysis lets you pull deeper insights from large quantities of ratings and review data. Quantifying subjective feedback is an incredible boost for teams who want to pinpoint areas for improvement.
In terms of overall brand monitoring, tools like this help you scan your whole retailer network. The result: strategic analysis that鈥檚 authentically built around your entire business. Talk to 2080体育 about how to get a deeper understanding of the conversation surrounding your brand.
鈥
