Consumers are monitored by government to access their perceptions, actions and intentions, and what drives them. This data enables messaging from government to address concerns that guide policy, and measures to abate those concerns.
The measurement of consumer confidence is of paramount importance to the government, and as such it applies enormous financial resources into it through YouGov and other data organisations.
As a media business following consumer confidence and government messaging to consumers enables us to monitor the business landscape for our readership. It also enables us to discuss both with advertisers, and help shape their commercial messaging to our readership.
The effectiveness of commercial messaging, results advertisers receive, is what keeps us in business. We receive some revenue from readership, the majority however is from advertisers.
We monitor every page view, so, if you are reading this, we know you are, and not only do we know that, but our advertisers do too. We provide detailed ‘statistical data’ reports to advertisers – readers always remain anonymous – as what is read and how much time is spent reading any page is valuable to us and to our advertisers, future editorial and advertising messaging is shaped through this knowledge.
Through analysing data you are able to see exactly what ‘is’ going on rather than what you ‘think’ is going on. That may seem obvious, but many people don’t want to even speculate that their view may be out of sync with the majority’s.
Here’s a test: Do you think consumer confidence currently – 30th September 2020 – is a) Increasing? or b) Decreasing?
Before you see the answer, think about how important it is to the know the answer to that question.
If you are sending messages to your target audience, understanding the general mood of consumers will help enormously, by aligning your message accordingly it will be in keeping with the mood of most recipients of your message and receive better engagement.
As we are only in the business of messaging we spend what some may think as an inordinate amount of time measuring and monitoring everything we do. Unless you are in a similar business you probably don’t choose to act similarly, and if you did want to probably can’t justify the resources to do it.
If you are advertising to hospitality businesses, how much account management and help do you currently receive from your publisher?
Advertising is a partnership between the advertiser and the publisher. It is much more than receiving copy, running assets and getting invoices paid. It is a partnership to work together to achieve measurable and tangible results.
Here is the answer to the consumer confidence test question above from YouGov. Not what you thought?
If this message and way of working resonates with you, please contact our Publisher through the form below for details of our readership, reach and advertising options.
