In an era of polarity with ever reducing budgets, how can we get the right message in front of the right audience? How can we do that with greater efficiency, fewer costs and greater accountability?
By fuelling content with data and technology, we can ensure that consumers are put in front of the right messages, ones that speak to them and add value.
Echo Chamber takes the guessing out of the game. Allowing you to create content guided by and specifically created to match highly detailed audience traits and search characteristics, you can make informed and effective decisions that ultimately improve engagement and drive delivery.
Echo Chamber: what is it?
As marketers, we are tasked with getting messages to resonate in the right places, bounce off different walls and audiences to determine where it is valuable – creating echo chambers in an otherwise crowded world of content. In order to do so successfully, we need to understand who we are talking to, what we are trying to say, and how we want to say it. The more you know, the better.
Echo Chamber is an SEO (search engine optimisation), SEM (search engine marketing), Social Media and data analysis tool that allows you to get the right content in front of the right people at the right time. It’s about using technology and data to propel effective messaging tailored to different types of audiences.
Take ice cream, for example. People like ice cream for different reasons – kids like ice cream because it’s fun, it’s sweet, it’s a treat. Parents like it for different reasons – it’s an indulgence, a way to give yourself a moment, and (let’s be honest) it’s a way of distracting kids for a bit.
Echo Chamber uses information to refine messaging, understanding that a product or company can appeal to different people for different reasons. Consequently, it allows you to find those people, and tailor your messages accordingly.
How does it work?
There’s no sense in creating beautiful and impactful work if it isn’t going to be seen – or worse, seen by the right people. By using preferences, cookies, SEO and SEM, you can learn about who you want to appeal to, what matters to them, and how to speak to them effectively.
In turn, gathering valuable information and continuously monitoring and analysing real-time consumer feedback, we can test messages faster and more effectively, informing content for quicker and more targeted development. Brands can now send out dozens of different messages across different audiences – featuring different taglines, different imagery, different keywords on different audiences in different cities – and quickly see what works, what sticks. By monitoring only slightly differentiated campaigns, you learn from that particular market segment. It takes the guessing out of the game. What used to take months to test can now be tried and tested in weeks.
How can Echo Chamber change the way we create?
Because it ensures accuracy and quick data, Echo Chamber gives space for creativity. What used to take weeks to research audiences, weeks to create powerful messages, and months to test their effectiveness in the market, now boils down to days. It encourages clients to try different things, test different ideas, and see what works without wasting time or money.
Through monthly reviews on design, script, film, post-production, social media, community management, websites, 3rd party software funnels, bots and calls to action, Echo Chamber has reimagined the way we learn about our audiences, speak to them, and ultimately drive our marketing budgets forward.