New Audience Approach Gives Brands “Immensely Personal” Segmentation of Consumers with Social Profile Advertising
MOUNTAIN VIEW, Calif. – NetBase, the Social Analytics Company, announced the introduction of Audience Marketing with micro@scale™ advertising, a highly advanced and patented offering that gives brands previously unseen depth of insight into their consumers based on social media interactions and profile. This “immensely personal” view considers customers’ psychographics and consumption habits, segmented by gender, geography, life interests and lifestyles. Audience Marketing is now available as a private beta to selected NetBase customers and partners.
“For the first time, companies in every industry vertical — from financial services to consumer packaged goods to retail — will know not only what’s being said about them, but be able to target real-time within context and social profiling to deliver micro@scale™”
Audience Marketing’s capabilities extend far beyond those of the limited “audience affinity” tools currently on the market. Powered by NetBase’s proprietary and patented technology and global reach, Audience Marketing now makes deep custom segmentation and psychographic targeting via social media possible for marketers and agencies.
NetBase Audience Marketing delivers comprehensive, highly granular and completely customizable segmentation based on:
- Gender — detailed gender-based psychographic profiles broken down by factors including things liked, loved, trusted, bought, consumed and owned
- Geography — regional segmentation by country, state/province and city
- Life Interests — a customer perspective based on tastes and preferences, including sports, travel, media and music
- Life Styles — a look at consumers’ interests determined by the type and intensity of their social media relationships as they move through life stages including schooling, pregnancy, employment and retirement
- Emotions — an analysis of people’s needs, wishes, cravings, likes and dislikes, what they have watched, bought or recommended
After segmentation, the audience can be directly communicated with through the micro@scale™ advertising process, which enables direct targeting of the social profiles chosen. The approach is both real-time and scalable to millions of profiles. Whether a brand is engaging to improve the consumer experience, tailoring campaigns to core segments or building out followers within the category, a new level of immense personalization through social media is now a possibility with NetBase.
“NetBase’s Audience Marketing with micro@scale™ delivers unparalleled social analytics capabilities, with both massive scale and granular detail of their consumer and the people who influence them,” said Pernille Bruun-Jensen, Chief Marketing Officer at NetBase. “For the first time, companies in every industry vertical — from financial services to consumer packaged goods to retail — will know not only what’s being said about them, but be able to target real-time within context and social profiling to deliver micro@scale™”.
NetBase is now working with major brands and important creative agencies, including Taco Bell Corp., and the digital advertising agency Carrot Creative, as Audience Marketing with micro@scale development partners.
“We are always pushing the boundaries to find new ways to get deeper insights into our consumers and our industry. We actively seek to understand our audience and align our marketing activities with the insights we gain,” said Mihir Minawala, Taco Bell Corp. “Ultimately, deep, accurate social insights are critical – and that is why we are one of the first in exploring micro@scale™ with NetBase.”
“Netbase’s new audience tool will revolutionize the way social data informs segmentation, thereby improving an otherwise time-consuming and tedious manual process for brand analysts,” said Andrew Tully, Carrot Creative, a VICE Company. “This information will allow us to make accurate recommendations to our brand partners and deliver tailored content to consumers in a new, more genuine manner.”
About NetBase
NetBase is the award-winning social analytics platform that global companies use to run brands, build businesses and connect with consumers every second. Our platform processes billions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation leaders and is the #1 most accurate and fastest provider. NetBase is a trusted partner to AMC Networks, American Airlines, Arby’s, Coca-Cola, Kenneth Cole, Ogilvy, T-Mobile, Taco Bell, Walmart and YUM! (including Taco Bell, Pizza Hut and others).
Learn more at www.netbase.com or @NetBase. Get real-time brand insights with LIVE Pulse™
