In marketing, the end goal is to ultimately get your products to the correct customers. But identifying your target customers and choosing the correct communication channels has never been an easy task. However, the digital age has created an opportunity for companies to leverage existing information to the marketer’s advantage.
In my e-Marketing class, a representative from MicroStrategy came to talk to us about their Wisdom Facebook App. For a marketer this software is like amazing secret weapon that can change the game, but for regular consumers this may seem a little scary. The Wisdom app scans every page on Facebook for available information and provides comprehensive data to market researchers. The software is able to interpret your page likes, biography, geographical and career information into useful information to marketers that will enable them to have more successful campaigns. The information can be filtered by location, gender, age, education and other psychographics to provide the user with the most accurate picture of their target consumers. Another great thing about the software is that they display the information in a very appealing way and its makes data interesting to look at.
From the demographic information gathered by the software, the user is able to identify popular trends among the target audience based on the other Facebook pages that they like. Art, Books, Companies, Games, Entertainment, Sports, Music, People and Television are among the different categories which marketers can extract information from. Using this technology, marketers will be able to identify who their customers are and what their other interests are. Not only does it measure the pages that Facebook users like, it also measures their affinity toward that page as well which offers marketers much more value than basic likes. Affinity is measured by the amount of interaction that the Facebook user has with that specific page.This can be used to help marketers choose the appropriate media outlets to use and how best to communicate to their customers. For example if it is identified that Coke customers enjoy watching Family Guy on television and are avid hockey fans, it may effect the strategy of Cokes marketing team. Another great aspect of this technology is that you have the ability to view information for two different companies at the same time. So that means Coke’s marketing team can see when Pepsi will be reaching out to their customers, and that can provide an opportunity for Coke to run their advertisements as well.
Heres a demo video of Wisdom Pro, its a little long but its easy enough to skip through
Many people were wondering why Facebook is so valuable. I mean, after all its just a bunch of people on the internet. But thats exactly why it valuable, especially if there is software like Wisdom out there. It allows marketers to obtain instant information about any consumers of an industry, when usually it would take much more time and effort. Facebook users constantly put more information about themselves and their interests on their page, and Wisdom is finally making that information useful. It’s a marketers dream tool that makes their lives so much easier. Now there more information available to help their campaigns be more effective and targeted towards a more specific audience.
As a consumer this may seem really, really creepy. Anyone who pays for the app will have access to the information on your Facebook page right? Well its not as bad as it seems. Wisdom and their customers only have access to your information if you agree to grant them permission or if one of your friends does by liking the app. Also, if you have very relaxed security settings then your information can be accessed easily. So if you dont want people you dont know look at your page, its time to change those settings! But in the end, this is really for everyone’s benefit. Marketers will be able to do their job more efficiently, while consumers will be able to get the products they want and be communicated to in the most effective way. This not the first technology of its kind, in fact it may be among hundreds of software offering the same idea. However this is a great example of how Facebook can be leveraged by a secret weapon available to marketers and is something to look for in the future.