تحليلات وسائط الميديا للمسوقين / Media Analytics for Marketers – A handbook for marketing-applied media monitoring

A handbook for marketing-applied media monitoring

Oh, media monitoring? It’s a PR thing.

And absolutely, ever since the very beginning, since the (literal) press

clipping days, it has predominantly been a PR activity. PR and communication professionals are usually the ones finding the most use out of media monitoring: from the basics of tracking who published your press release to the more intricate activities of mitigating reputation damage and managing media crises.

It doesn’t surprise then that PR agencies and PR departments are more enthusiastic and more open about media monitoring and analytics tools, whereas marketers may be more reluctant.

Media monitoring uses for marketers may not be as obvious – but they’re most definitely there. You just have to be willing to scratch a little under the surface.

Identifying and satisfying unfulfilled needs and desires, as well as delivering a unique value proposition, is what marketing is all about. And while this may sound a bit abstract, how you go about achieving it is what really matters. Media monitoring can help you achieve your marketing goals in five key areas.