Why social media & advertising need to evolve

Manu Matthew, CEO of Cohora, delves into the evolution of social media advertising and marketing data. As third-party cookies make their departure, brands must rethink their approach to social and advertising. This comes at a time when customers want more personalized experiences and are even willing to share more data. However, brands, hindered by fragmented tech stacks, struggle to fully utilize this information. Today, Manu discusses why social media and advertising need to evolve.
About the speaker

Manu Mathew

Cohora

 - Cohora

Manu is CEO of Cohora

Show Notes

  • 02:14
    Cohora and cultivating brand advocacy
    Cohora empowers brands to foster deeper customer engagement and loyalty. Their platform enables brands to activate dormant customer segments and convert them into advocates, potentially driving top-line revenue growth.
  • 02:58
    Evolving social media advertising
    Telling the difference between paid ads and genuine content is getting harder for consumers. With traditional ad tracking changing, brands must leverage the knowledge gained from social media platforms to drive more meaningful conversations with their consumers.
  • 04:33
    Growing consumer demand for personalization
    Consumers are willing to share more data with brands for personalized experiences, However, many brands are unable to capitalize on the vast amount of data to deliver the personalized experiences consumers seek. 06:17 - Adopting a customer centric approach to personalization
  • 09:44
    The value of brand owned communities
    Sephora's Beauty Insider program illustrates the revenue potential of fostering brand communities and leveraging authentic UGC. By tracking customer interactions, sentiment, and behavior within brand communities, brands can personalize their marketing efforts more effectively.
  • 13:23
    Building brand loyalty and advocacy
    Within data, brands can identify loyal customers who can become brand advocates and create authentic content that moves the needle. Brands can incentivize these individuals to create content and share referral codes, leading to organic user base growth and increased revenue.
  • 15:44
    Evolving social and advertising strategies for better customer engagement
    Marketers should prioritize targeted content and better offers to improve customer experience through social and advertising channels. Fortunately, the technology is available today to incentivize the customer to provide more data for more personalized experiences.

Quotes

  • "Consumers are willing to share a lot more personal data with the brand they want a more personalized relationship with. But, I don't know if brands are ready to capitalize on it because we are talking about a lot of data." - Manu Matthew

  • "Authentic brand advocate content drives about 22 times more engagement than influencer content." - Manu Matthew

  • "In your data, there are micro-influencers that can create needle-moving content 2-3 times yearly. Shared on their social media to close-knit followers, that leads to traffic on your site, growing your user base organically." - Manu Matthew

About the speaker

Manu Mathew

Cohora

 - Cohora

Manu is CEO of Cohora

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