- What can you learn about the application of data to marketing?
Data is crucial to the development of a marketing plan. Through the use of the data collected by Brandwatch, IKEA’s digital development team were able to adapt their marketing and outreach on social platforms to remedy areas in the business to which they were failing. Through the use of Brandwatch’s data capture software, IKEA was able to delve into the customer service experiences talked about online, seperating the negative from the positive. Interestingly, they were able to identify which social media platforms were most used dependendant on country and because of this were able to develop a more targeted strategy. For example, data collection found that US consumers were far more likely to air concerns on Facebook, wheras UK consumers would utilise public forums instead. It was through this customer orientated data that IKEA were able to implement plans to boost their brand image and which topics to focus on to increase their reputation.
- What can you find out about Brandwatch?
Brandwatch is a “social media listening and analytics technology platforms.” They liaise with companies looking to help dissect their public image and look for areas of improvement. From Brandwatch’s data collection, marketing plans can be implemented.
- Are there other comparable services?
Yes. Mention, Brand24, Radarly, Sysomos.
- What other companies could benefit from the work of Brandwatch?
‘Social media listening’ companies could be utilised by public services e.g government, teachers, schools to gauge public perception. Although they might not have the budget to hire such a company, proffesionals using such a service would be a new and innovative shift in how activities are peformed, epseically with the encorporation of data colleciton to put consumer experience at the forefront of business experience.
- Case Summary:
This case study delves into the partnership between IKEA’s digital development team, The Socializers and Brandwatch. It identifies how IKEA initially reached out to The Socializers before liasing with Brandwatch for their social media listening and analytics tools
- Bibliography:
- Ikea.com. (2018). IKEA – Shop for Furniture, Lighting, Home Accessories & More. [online] Available at: https://www.ikea.com/gb/en/ [Accessed 8 Oct. 2018].
- Brandwatch. (2018). Brandwatch: World-leading social listening. [online] Available at: https://www.brandwatch.com/blog/tag/ikea/ [Accessed 8 Oct. 2018].
- Thesocializers.com. (2018). The Socializers | Buzz Brand Build Boost. [online] Available at: http://thesocializers.com/ [Accessed 8 Oct. 2018].
You can find out more about how IKEA was introduced to Brandwatch here.
Written by Rochelle Garcia-Rodriguez – Bsc (Hons) International Business student.