The Podcast People

Baird Media Unleashing the Power of Data: How Media Monitoring Informs Marketing Strategies
In a lively podcast conversation, marketing expert Petrumarié Jacobs shares insights on the intersection of social media, marketing, and data analysis.

As the client and brand experience manager for a social media monitoring system, Jacobs delves into the importance of media monitoring and leveraging data to inform marketing strategies.

From understanding customer avatars to creating valuable content, she emphasizes the significance of data-driven approaches in building relationships and driving sales.


Media Monitoring: Understanding the Basics

Media monitoring involves gathering information from various sources, including print media, broadcast media, online platforms, and social media, to gain a comprehensive view of how a brand is perceived.

Jacobs explains that media monitoring helps identify brand mentions, analyze sentiment, and uncover valuable insights into a brand’s position in the market.

Contrary to the assumption that media monitoring is only for big brands, Jacobs emphasizes its applicability for businesses of all sizes.

Whether a business receives a few mentions or thousands of them, media monitoring offers actionable data to inform decision-making and respond to market needs effectively.


Harnessing Data to Refine Customer Avatars

Jacobs highlights the importance of data in creating and refining customer avatars.

By leveraging tools like Google Analytics, businesses can access demographic information about website visitors, such as age, gender, and location.

Additionally, social media platforms provide valuable insights into the existing audience.

Answer the Public, Reddit, and Quora are recommended platforms for understanding what people are asking about a specific industry.

By identifying pain points and questions, businesses can tailor their marketing efforts to address these needs effectively.


The Power of Educational Content

In the podcast, Jacobs and the host discuss the pitfalls of constant advertising and the importance of providing value through educational content.

Rather than bombarding potential customers with advertisements, businesses should focus on educating and engaging their audience.

For instance, TikTok’s success in e-commerce stems from its ability to combine word-of-mouth recommendations with visual content.

Jacobs suggests that businesses should highlight the unique features and benefits of their products or services, solving problems and demonstrating expertise.

By showcasing their knowledge and building trust, businesses can foster relationships with their audience, leading to increased sales.


Investing Wisely in Advertising

Jacobs acknowledges the role of advertising in reaching a broader audience, but she advises caution and strategic investment.

Businesses should avoid haphazardly creating ads without a solid understanding of their target market. Instead, they should focus on content that educates and adds value.

While word-of-mouth recommendations remain powerful, targeted ads can expand a brand’s reach.

However, investing in advertising requires expertise and a clear understanding of the audience, as ineffective ads can result in wasted resources.

Businesses should consider working with professionals who possess the knowledge and experience to optimize ad campaigns and maximize their return on investment.



In the ever-evolving world of marketing, leveraging data is crucial for success.

Petrumarié Jacobs’s podcast conversation highlights the significance of media monitoring in understanding brand perception and refining marketing strategies.

By harnessing data from various sources and understanding the needs and pain points of their target audience, businesses can create compelling content that educates and engages.

While advertising plays a role in expanding reach, businesses should focus on building trust through expertise and providing value.

By employing data-driven approaches, businesses can forge strong relationships, drive sales, and adapt to ever-changing market dynamics.


You can listen to the episode here:

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