Is What We Read More Important Than Who We Are?

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For a brief minute, social media marketing seemed to be a golden ticket into giving marketers a better look at who consumers really were and what they really liked. Facebook pages filled with “likes” for favorite brands, tweets mentioning interests and Pinterest boards chock full of lusted-after items give the illusion of really getting to know a consumer. Yet many think when it comes to content marketing, we should really be asking consumers what they’re reading instead of analyzing their status updates.

The webpages we visit, the blogs we read and the things we search for say far more than social media ever could, says the Guardian’s Jonny Rose.

“By tracking consumer interactions as they browse and engage with content, brands can begin to reveal current and evolving interests, inclinations and needs — sometimes before the individual knows themselves,” Rose says.

Technology referred to by Rose as “content analytics” gives brands access to invaluable insights — but how?

“Content analytics technology analyses pieces of text and makes it understandable and readable for computers. It allows computers to understand the topics, people, places, companies and concepts in the content, sentiment towards aspects of the content, and the language of that content,” Rose says. “This, in turn, means computers can track an individual’s interaction with a piece of content and collect and draw trends about that individual’s tastes and interests.”

If this sounds Big Brother-ish or a little creepy to you, you’re not alone. A lot of folks are startled by the amount of information that advertisers have access to. But others would argue that content marketing analytics helps companies get a more truthful look at the person they are trying to reach. These analytics have also been a long time coming; by now, most people know that when they’re online, they are communicating with brands, whether they want to or not.

Regardless of opinion, these kind of analytics are unavoidable.

“Whether you are browsing to kill time, entertain yourself or researching for a friend, what you are reading right now is incredibly indicative of who you are as a person — and this is immensely useful for brands,” Rose concludes. 

But what do you think, readers? Are content marketing analytics helpful or a borderline invasion of privacy? Tell us in the comments section below.


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