Media monitoring for marketers – a number of benefits

17 November 2021, Robert Sadowski

Social media activities have become commonplace. Facebook, Instagram, Twitter, LinkedIn, online
forums, podcasts and blogs are just some of the sources customers use to express their opinion
about a product or brand. Media monitoring enables a holistic analysis of current information on a
particular topic in the media channels, as well as monitoring market trends and tracking competitors.
It is a fast and efficient way to get information about a brand, a person or a strategy.

Due to the dynamic development of social media, interest in media monitoring has become
increasingly common practice. It is a tool that allows you to quickly and easily obtain information
about our brands, products and competitors. We wrote more about what media surveillance is in
the article.

Marketing guru Philip Kotler defines social listening as a proactive process to monitor what is being
said about a brand on the Internet and especially on social media. This often involves media
monitoring software that filters large amounts of unstructured data and converts it into useful
information for the marketer.

By using media monitoring, a marketer can have many benefits

Advantage 1. Data collection on brand reception.
Media monitoring gives you access to information about how brands, products and services are
perceived by users at any time. In addition, the tool allows an up-to-date evaluation of the media
response of articles and articles. The analysis of current (real time) and archived information
guarantees effective brand image management.
Having data is the most important step to make changes and improve services. Each entry is part of
the company’s opinion. Each of them can influence the further functioning of the brand. The
expression of the audience indicates the direction of the development of the activities. Media
monitoring allows you to get this information quickly. Data access is the first step in improving the
visibility of entries, thus increasing brand awareness and strengthening its market position.

Advantage 2. Create a database of statements about the brand.
The analysis of the data on the reception of the brand by the customers also provides the
opportunity to collect statements about the products offered and opinions about the quality of
service. Among other things, a good online reputation, positive customer feedback, fast service and a
high number of satisfaction entries with the company’s activities are the basis for increased trust.
According to a study conducted by Truspilot in July 2019, other important factors in this area are:
continuous implementation of the mission, discounts for loyal customers, high product quality and
response to negative customer reviews. The number of reviews is also an indicator of a company’s
credibility, an issue that has a significant impact on attracting new customers.

You can use the resulting basis of statements on your website or fanpage, thereby strengthening
your reputation.

Advantage 3. The possibility of constant development.
Access to opinions and information about the behaviour of Internet users makes it possible to
identify brand advantages and skills gaps. Customers’ brand perception, as well as information about
how employees speak about the brand as an employer, are a source of valuable data. The directions
for development should be based on the actual perception of the measures and the honest opinions
of customers and employees. Media monitoring is the easiest and most effective way to get feedback
about your brand and then use the messages you gain to further your business.

Advantage 4. Prevention of image crises.
The media monitoring tool facilitates the flow of information about factory malfunctions,
breakdowns, errors or other cases. Earlier access to such news guarantees a quick response and
more effective countermeasures. In addition, the monitoring application allows the use of an
automatic early warning system. Triggers can be negative comments, but also new requests or
interest in the service.

E-mail or SMS notifications allow a quick response and response to the customer, which strengthens
the company’s image and prevents the prospective customer from being taken over by the
competition. The warning system can be used to monitor a negative sound that is sensitive to swear
words and selected keywords such as “does not work”, “failure” or “problem.” Real-time access to
data enables rapid correction of misinformation or accidental deficiencies in publications. In addition,
access to results and statistics can help prevent crises that affect other brands in the industry.

Advantage 5. Characterisation of the recipient.
The data collected can help to determine the profile of the ideal recipient. Based on media
monitoring, the marketer can analyse customer preferences, check information on consumer
expectations and needs, and find out which online services are the most effective advertising
platforms. These measures help to adapt the offer more closely to the expectations of the public.
And this is an important step towards increasing sales.

Advantage 6. Evaluation of the involvement of partners.
Media monitoring can be used to monitor influencers with whom we work or want to work. It’s easy
to get information about when and where the brand was most mentioned, who shared the most
posts or promoted a product most effectively, and to rank the influencers who generated the largest
advertising equivalent. The ability to effectively evaluate the commitment of the partners, the
effectiveness of their contributions and the response of Internet users are factors that indicate the
efficiency of the activities and thus the productivity of the collaboration.

Advantage 7. Identification of new target groups.
Continuous monitoring of consumer reactions, changes in their preferences and expectations makes
it possible to identify new target groups. This is particularly important at a time when the use of the
Internet and social networks is becoming increasingly popular and frequent. A geolocation feature is
useful to check the availability of products or services in a specific area and to check if there is a
demand there.

Advantage 8. Establishment of a database of potential partners.
A constant preview of social media is access to opinion leaders with whom we might be able to
collaborate. In addition, it is also an extension of the database of journalists who write about the
industry or our brand. By tracking thematic publications and popular posts, the marketer keeps
abreast of all industry changes, fluctuations in consumer preferences and interests. This can be the
basis for making it easier to build new, valuable and lasting relationships.

Advantage 9. Evaluation of the products and services offered.
Development requires information and knowledge. To make changes, an external opinion is
required, not only about the brand, but also about certain products and services. The evaluation of
the community provides the basis for further dissemination or modification of the offer. Continuous
monitoring of consumer reactions is also a way to assess the appropriateness of new products and

Advantage 10. Comparative analysis of selected products.
The media monitoring data collected may also relate to other similar products on the market or to
offers from competitors. The measures allow for a review of price levels, value added or a broader
sector perspective.

Advantage 11. Sales Support.
Reinforcing the brand, gathering consumer information, and building a professional image
undoubtedly support product sales. For example, part of promotional activities is spreading
information about a free trial period. This offer attracts those who are looking for a given service. In
addition, well-used data from media monitoring contributes to building lasting relations with
recipients who are willing to use the offer again and tell their friends about it. Reaching out to entries
in which Internet users look for product recommendations, tips on choosing a company or
professional service is an excellent way to acquire new customers. Additionally, sharing the collected
databases of opinions and references may convince undecided people to choose our offer. All such
activities support the achievement of sales targets and the expansion of customer groups.

Advantage 12. Evaluating the effectiveness of marketing efforts.
Data from media monitoring reflect the communication activities undertaken. Determination of the
reach of publications, indication of the most popular communication services or the number of
acquired leads are the indicators reflecting the effectiveness of our actions and customer
involvement. Determining the impact of marketing materials on customers enables verification of
actions, checking their effectiveness and, consequently, improving the quality of service, increasing
satisfaction and retention.

Advantage 13. Possibility of on-going strategy management.
An important, recurrent stage of a good strategy is an on-going evaluation of assumptions’
realization and constant adjustment of used tools to the changing environment conditions. Analysis
of the reach and reception of a marketing campaign, analytical recommendations or effects of a
campaign’s impact on demand enables control over implementation goals and ongoing changes to
projects. Media monitoring tools also cover data collected from traditional media – the reach of TV
channels, press and radio stations.

In the case of online media, the tool allows finding the most active users, checking the frequency of
their publications, the reach of their posts or hashtags. What is more, constant monitoring of media
enables testing of new concepts or functionalities, and thus the development of the offer. The
change of any factors is an impulse to modify the strategy and more effectively achieve the

Advantage 14. Opportunity to optimize operations.
Access to information enables optimization of brand communication activities as well as increase in
operational efficiency. Good communication strengthens the image. Access to data also means
statistics concerning brand presentation, the type of media advertising our content or the paths of
press releases and their evaluation by recipients. The analysis can be conducted in terms of author,
medium, publication date, tone criterion or advertising equivalent. This gives us many possibilities to
optimize our communication and image undertakings.

Advantage 15. Rapid response to unexpected events.
Constant reports and access to information make it possible to make decisions at an early stage, even
before a possible crisis situation develops. Knowing about the premises, we can also compare factors
initiating a crisis situation from the past. Content written by Internet users in various social media is
valuable in analyzing their sentiments in a given context. The reaction of the company should not be

Advantage 16. Reduce communication costs.
Using simulations and testing new products on the basis of public perception is a chance for more
effective financial management. Thanks to media monitoring the marketer can eliminate ineffective
activities and resign from partners with whom cooperation does not bring measurable benefits.
Higher efficiency will translate into a better company image. Verification of invested funds in relation
to the results achieved enables effective cost optimisation and increased profitability. The media
monitoring tool can be used by many specialists for different undertakings, which also reduces the
amounts spent on separate applications or activities, including contacts with the external
environment. Holistic use of data facilitates work and promotes company development.

Advantage 17. Constant control of current trends.
Media monitoring offers the possibility of reviewing the latest entries, at the same time determining
their effects and effectiveness. A flexible approach and constant control of trends on the market
support effective selection of tools used and preparation of products meeting expectations of
recipients. An important element for a marketer is constant communication and signalling the need
to respond to trends.

Advantage 18. Analyze competitors’ activities.
Apart from your own brand it is worth observing the whole industry environment. Media monitoring
makes it possible to indicate, among other things, which media are used by competitors, which
discussion groups they participate in, which audiences and authors are favorably or unfavorably
disposed toward the competition, as well as what kind of content is released by companies in the
industry. Data like this allows you to stay one step ahead of your competition. This is very important.
It is knowledge about the promotional campaigns and press releases of the competition, the
condition of rival brands, as well as the entire industry. Constant observation can be the basis for developing our offer. Media data analysis is a source of information regarding competitive
advantages or strengths and weaknesses of a given business.

Advantage 19. Analysis of the company’s competitiveness.
Based on the analysis of the company’s image based on the activity of Internet users and their level
of satisfaction, as well as on the observation of the activities of other entities in the industry, we can
determine our competitiveness. To a large extent, achieving advantage on the market will depend on
actions strengthening the company’s image and its reception by customers, as well as promotion of
the company’s strengths. Distinguishing features attract attention and allow us to achieve better
results. Data from media monitoring provide a basis for shaping the leader’s position in the industry.

Advantage 20. Ability to personalize data.
The media monitoring tool allows personalization and grouping of collected information. The
generated reports can take into account the data chosen by us. What’s more, even before gathering
information, the marketer can personalize the queries and find valuable information for his
company. The whole process is adjusted to the marketer’s individual needs.

Advantage 21 – Constant email or sms alerts.
A good media monitoring tool allows you to set up automatic notifications tailored to your
preferences. They can be about relevant information on posts, a summary of activity or signal the
appearance of selected keywords in a post. The alert can be used for the marketer’s purposes as well
as the whole team, as the notification can be sent to several recipients, including our colleagues or
clients. The factors that we can freely modify are the frequency of notifications, time of sending and
the subject of statistics or summary.

Advantage 22. A source of inspiration.
A rich source of data is a base of new inspirations for use: developing services, improving products or
establishing topics for new articles and other content. Such knowledge facilitates creation of
inspiration for new actions. It can also be an argument that additionally motivates employees, not
only from the marketing and development department.

The extensive list of benefits for the marketer demonstrates the effectiveness, as well as the
necessity, of a media monitoring tool in their work. Let’s take advantage of these benefits.

Do you have any questions? Would you like to test our media monitoring? We look forward to
hearing from you – write to us in the chat, call (22) 415 59 96 or send an email to

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