The Social Clearinghouse

Infographics have become an increasingly prevalent trend, offering a snapshot of data relevant to consumer behaviors and consumption patterns. As social media platforms begin to peak with record breaking valuations, infographics help illustrate the data in way that marketers can digest. Marketers who have traditionally used gut instinct to determine marketing spend are now relying on data largely driven by technology and social oriented platforms.

Facebook, Pinterest, Twitter, SocialCam, You Tube, and even dating sites like Match.com or eHarmony have become a clearinghouse for big data encompassing demographics, preferences, consumption behaviors, etc. Marketers can leverage this user intelligence to hone strategies and develop future approaches. Data illustrating the wants, needs, and expectations of users/consumers enable marketers to create purposeful, impactful, and even contextual messaging to inform purchase decisions.

The potential pitfall associated with so-called “big data,” for marketers, is assuming that the collection platform is the right marketing vehicle to reach those same consumers. Consumer preferences, behaviors, or demographic information collected from one social platform may not be the best mode for reaching the consumer base. Facebook, with over 900 million users, is one of the largest data collection platforms in the marketplace, but as exemplified by GM’s recent announcement of its withdrawal from the social network , it isn’t always the best platform for advertising.

As technology continues to revolutionize how data is collected and presented, marketers must remember that the real value lies in how information can be digested within context to better target a consumer base. When trends change and social is gone, marketers who understand the value of data will be in the driver’s seat.

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