Traditionally marketing and advertising practices have relied largely upon gut-something to the nature of look and feel. As social media has reared its newborn head, incumbent celebrities and corporate heads have gradually begun to tiptoe towards actually building a following for brand and personal purposes.
With the new rise of data and low-cost scalability in computing, the inception of revolutionary metrics and statistics are making us question our gut. For instance, Betsy Fast, Site Director at Seventeen.com, recounted how her suggested titles for a teenager’s article was actually not as popular as the original title, due to the data she received from her site.
On the whole, viewership is exploding due to social platforms: 25 million views from Harpers Bazaar’s Facebook page with only 2.5 million actual followers is unheard of a decade ago. Viewership means voices, and those voices are being aggregated and analyzed.
Disruption is salient. Joyann King, editor of HarpersBazaar.com, mentioned that their site just implemented A/B testing, which would resolve numerous site design and outreach choices through actual quantification of visitor behavior.
Humorously so, she reflected that the choice of a site main product image used to be “holding hands and saying ‘I feel M&M’s’ or ‘I feel Reese’s’,” which is as far a cry from leveraging site analytics as is using ouija board to ask about your ancestors versus signing up for Ancestry.com.
Suffice it to say, this step toward data-driven decision-making in the media industry is a mile long leap for the marketing industry.
Read the full session recap at SMW News
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