Helping You Identify, Better Understand and Connect with Your Audience

The more you know about your audience, the more wisely you’ll be able to use your dollars. And we all know what that means: an increase in ROI. But identifying consumer insights and customer insights is not a simple process. That’s why we offer two comprehensive approaches that help you better connect you with your audience – 360 Listening and Smartargeting^®. Both are unique to Bozell, and both have proven effective for our clients and their marketing plans. 

360 Listening

There’s no better way to fully understand your target audience than to listen in real-time. And that goes well beyond social media monitoring. With Bozell’s 360 Listening, we combine search listening, social listening and news listening to give you a well-rounded view of what people are saying about your brand, your competitors, and the topics related to your industry. Each avenue tells a different side of the same story and, together, all three help us shape insights, content ideas and marketing plans and strategies that achieve your desired outcomes.

With the marketing insights we gain from 360 Listening, we can help you with:

• Relevant Content Ideas

360 Listening takes the guesswork out of what information your audience is looking for, informing the messaging for your paid, earned, owned and shared channels.

• Tone

The reports inform your tone so that you can strike the right chord at the right time.

• Engagement

More relevant content lends itself to more engagement on your own channels, which makes your content more visible.

• SEO

Knowing what topics people are searching out and discussing can help you build a stronger SEO strategy.

• Trust

A true understanding of the conversation attracts new customers and builds loyalty with current customers.

• Predicting Trends

A brand can stay ahead of the competition with a 360º understanding of the conversation that sheds light on how your industry is evolving and what you can do to be an early adapter.

• Avoiding Landmines

Keeping tabs on the real-time data and insights into conversations can help prevent you from trending on Twitter for the wrong reasons. It can also help you to know when to pivot.

Smartargeting^®

Smartargeting® picks up where 360 Listening leaves off, helping us further identify and understand your target market. We look at data, behaviors and insights to determine the who, what, where, when and, most importantly, the why of your current buyers and your best prospects. All of these insights lead to better creative execution, better media plans, and better marketing strategy overall.  

There are many methods we use to make Smartargeting^® so effective. And each one helps you get closer and closer to knowing your audience and meeting your business goals. Those methods include:

• Pinpointing True Insights

Data might appear as fact, but it’s not always the truth. Many emotions affect the way a person will answer a question. What they say isn’t necessarily how they feel. Luckily, we’ve mastered the art of asking the right questions.

• Emotional Trigger Research

Emotional trigger research is one way we get to the why behind what your customers are saying and doing. This valuable, qualitative information can be what ends up making or breaking any great campaign.

• Creating Buyer Personas

At its core, Smartargeting^® is a strategic guardrail for determining buyer personas for your business. With the data and insights we identify, we are able to put together customer journey mapping that helps us get your message to the right audience, in the right place, at the right time.