Looking into the audiences
Due to the focus of these websites and publications it doesn’t come as a surprise that their audience on the continent is made up of Sales, Marketing & PR roles.
However, like any marketing services company we’re also interested to find out which of them is most talked about by decision makers in brands and organizations, represented here by ‘Executives’.
Once again Econsultancy and The Drum are the clear winners here, seeing a higher percentage share – whilst Campaign’s content appears to be talked about and shared more by those identifying as Journalists and Marketing Week sees the most interest from Students.
Uncovering the most favored topics
Staying on the subject of job roles, our next step was to look at the topics most favored by our two key audience groups – Sales/Marketing/PR & Executives.
The results from looking at data for all four publications confirm that User Experience and Customer Experience are currently more talked about topics for Executives – whereas the other side of the chart suggest that posts and articles relating to social media platforms and campaigns are likely to prove more popular with the Sales/Marketing/PR group.
Naturally we’d have love to see our own practice of ‘Audience Intelligence’ on there too – and we’re sure one day it will be.
The same chart format, but this time looking specifically at the Econsultancy audience, shows a strong interest within the Executive group for content about innovation in Fashion, largely as a result of this article on the concept of ‘virtual fitting rooms’.
Meanwhile the Sales/Marketing/PR group show an interest in more general marketing topics such as E-Commerce, Digital Marketing and Customer Journeys.
In conclusion, it is clear that there is plenty to learn from audiences social data about the preferences and behaviors of our marketing cousins over on the continent.
As Brexit approaches we’ll need to ensure more than ever that we can continue to understand and relate to them.
This post originally appeared on the EntSight blog. You can visit the blog here.
