In the latest Kardashian-Jenner clan scandals, we must add Pepsi’s latest commercial. The 2-minute-39-second “short film,” has Kendall Jenner leaving her modeling gig to join a protest. Towards the end of the ad, the Keeping Up with the Kardashians star brings everyone together by handing a police officer a Pepsi, suggesting that the Women’s Marches, Black Lives Matter protests, and demonstrations outside Trump Tower would be much more effective, if someone had just brought some soda. However, the backlash the video has received is proof that Pepsi failed to know it’s targeted audience and market accordingly.
New Social Media Dynamics and Branding
The tools and strategies for communicating with targeted audiences and learning about them have changed significantly with the increase in social media. Social media platforms such as Facebook and Twitter have become a major factor in influencing various aspects of consumer behaviour including awareness, obtaining opinions and attitudes. One of the reasons that social media is so important to anyone trying to market their brand, is because of the highly customizable nature advertisements can then become once you know your audience.
For example, Facebook advertisements, allow you to target users by things like location, education level, industry and even purchase history and the pages they’ve liked. Beyond social media advertisements, learning about your audience and their interests can help you target your traditional advertisements, such as television commercials so that it appeals to them- and avoid a mistake like Pepsi did.
Marketing executives have incessantly sought the public’s information and articulated their quest as seeking the voice of the customer, so they can incorporate it into their advertising techniques. What the customer says is important since it can lead to a higher degree of product success – if the voice is heard clearly.
Gathering Data With the KI Social Tool
Like other areas within marketing, the market research industry has been greatly affected by developments in social media and social communication. However, many social marketers and users lack the understanding necessary to conduct an analysis effectively. Tools such as KI SOCIAL, can help you quickly analyze your social media accounts so that you can customize your advertisements based on the sentiment of your users. With the tool, you can gather all kinds of information about your social media pages by deciding what data matters most to you. For example, if you’re a politician and you want to know what the public thinks about health care so you can target your message appropriately, you can track the keywords and words they are using to talk about this topic. You can also track their sentiment, if interested. Tracking your data is essential for helping you get better results from your advertising campaigns. If you don’t track data, you will be wasting time on hit or miss type marketing campaigns- kind of like Pepsi did.