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Discover brand trends

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Discover important brand trends

If an advertising executive had set about to create the perfect marketing and advertising tool, he or she could hardly have created something superior to the mobile phone. Not only is the mobile phone within reach of its owner almost every single hour of every single day but, because it can connect to a marketer in a highly personalized way with the simple touch of a button, it has the potential to become not only more effective than television or radio advertising but, just as importantly, more analyzable. With respect to targeting, no other medium can provide the accurate and rich user profile, psychographic, social engagement and demographic data available from mobile. No other medium has the viral capability that mobile possesses–within seconds following a simple click, a unit of advertisement can spread like wildfire.

No other media comes even remotely close to the data measurement capacity that mobile offers, which begins with exposure to the advertisement, followed by the persuasive effect of the advertisement and, finally, to the actual purchase of a product, which could certainly be a vacation to Macau. Just about every link in the marketer’s chain is touched by mobile.

In 1996, the Internet advertising landscape changed forever when Procter & Gamble told Yahoo! that it would only pay for ads on a cost-per-click basis, rather than for banner ads. Procter & Gamble realized the importance of gaining truthful user metrics for Internet advertising and this move ushered in the world of Internet analytics; eyeballs were no longer the goal, click-thrus that showed actual product interest became paramount.

Twitter is a potentially valuable source of data that can be used to delve into the thoughts of millions of people almost as they are uttering them. Twitter makes these utterances immediately available in a data stream, which can be mined for information by using appropriate stream mining techniques. In principle, this could make it possible to infer people’s opinions, both at an individual level as well as in aggregate, regarding potentially any subject or event. 

Hashtag campaigns can also be used to seed marketing campaigns and, when coordinated through a company’s various social media accounts, these campaigns can prove to be very effective and quite far-reaching. There are also search tools that track the most popular content on any given topic or website and ranks it according to shares on Facebook, Twitter, LinkedIn, and Google.