eMedia Monitor Insights: How Social Media And Video Marketing Changes Traditional Media Monitoring


As the digital landscape expands, traditional media monitoring has evolved to keep up. Today, the monitoring game is not just about measuring written news articles and social media discussions but encompasses a broader spectrum of content. Both advertising content and earned media content, such as organic mentions – whether positive or negative, are equally critical for brands to monitor. 

The teams most impacted by this new reality, mostly include digital marketing, analytics, and PR teams, who need to ensure that all channels are effectively tapped into and analyzed.

The Rise of Video Marketing

Content marketing is no longer just an emerging trend; it’s well-established now. Historical references like the Michelin guide, a content strategy dating back to 1900, showcases the power of content. Fast forward to today, content marketing is experiencing a significant boom. In the US, 86% of B2C and 91% of B2B organizations rely on content marketing. As researchers point out, the rise in video marketing is attributed to the growth of channels and the cost-effectiveness of producing video content.

Key Social Marketing Platforms and their Impact

  • YouTube videos have established a solid foundation for influencers, businesses, and individuals to share their stories.
  • TikTok videos drive the pace for short, engaging content that resonates with a younger demographic.
  • Instagram Videos and Ads offer a blend of organic and promoted content to an extensive user base.
  • LinkedIn Videos cater to professionals, making B2B marketing more dynamic.
  • Google Ads and Facebook Ads remain dominant players in the paid marketing arena, driving significant traffic and conversions.

Emerging Areas of Media Monitoring

Audio monitoring: This involves tracking mentions and discussions on podcasts, digital radio, and other similar voice file platforms such as spotify, itunes, Amazon music. Given the surge in podcast listenership which augmented audio substantially, this is now a goldmine for brands to tap into.

Video Monitoring: With the proliferation of video content across platforms like TV, social video, and video on demand, monitoring these mediums has become more vital than ever.

The Evolution of Monitoring Tools

From the age-old digital video fingerprinting techniques utilized by brands like Philips to the more modern solutions offered by companies like eMedia Monitor, the methodology has witnessed a significant shift. Modern tools utilize AI and deep learning algorithms to accurately transcribe spoken audio. This in turn allows sentiment analysis to determine the tone in which a brand is discussed. Brands can thus gauge their market perception across platforms like TikTok, YouTube, and Instagram.

eMedia Monitor: Pioneers in Modern Media Monitoring

eMedia Monitor (eMM)

eMedia Monitor (eMM) is not just another player in the media monitoring field. They have driven innovation over the last 15 years, by providing top-notch solutions tailored for professionals across domains – be it marketing, PR, politics, or brand research.

With a technological drive, eMM harnesses in-house developed solutions powered by speech-to-text and AI to cater flexibly to customer needs. Their wide range of products is attuned to the varied needs of different business cases.

Committed to delivering exceptional service, eMM prioritizes customer satisfaction above all. Their global reach, with more than 3,400 broadcast stations in 75 countries, is a testament to their international prowess.

Founded in 2007 and headquartered in Vienna, Austria, eMM has been at the forefront of data-driven media monitoring. With a keen sense of responsibility, they are also committed to sustainable operations, making their contribution to a greener future.

What Does The Future Hold For Media Monitoring?

As the digital landscape matures, media monitoring is set to undergo transformative shifts. The rise of Augmented Reality (AR) and Virtual Reality (VR) promises an influx of immersive content, necessitating monitoring tools to evolve. Voice interactions through personal assistants like Alexa and Google’s Assistant are becoming integral to households, signaling a shift from mere text or video monitoring to voice-centric tracking. The demand for real-time data, coupled with AI’s capabilities, might soon offer not just instantaneous sentiment analysis but also predictive insights, allowing brands to act proactively. Clearly now that niche platforms emerge beyond the dominion of TikTok, YouTube, and Instagram, monitoring tools will need to cast their nets wider, ensuring brands remain in tune with every digital whisper.

The integration of media monitoring with other business systems, like CRM platforms, will provide a comprehensive view of media sentiment’s direct impact on tangible business outcomes. In an era where visuals dominate, tools prioritizing visual recognition will be paramount, allowing brands to identify implicit mentions through images or logos. And amidst all this innovation, data privacy will take center stage, ensuring media monitoring tools adhere to global regulations while offering actionable insights. As we navigate this frontier, it’s evident that the future of media monitoring extends beyond tracking – it’s about proactive engagement, deeper insights, and holistic integration across the vast digital ecosystem.

The PR industry today:

Elisabeth Hackl, VP of Business Development at eMedia Monitor explains that “…many of the PR agencies we spoke to are surprised to realize the depth of data they’re missing out on. With a data-driven strategy, we can meet and exceed even the needs of even those clients with very high expectations…”

Leading PR agencies are already pioneering the shift towards comprehensive brand monitoring to ensure key industries and government agencies are consistently spotlighted in a rapidly evolving media landscape. Prominent agencies such as Edelman, Weber Shandwick, BCW, FleishmanHillard, Ketchum, Brunswick, Real Chemistry, Finsbury Glover Hering, MSL, and Hill+Knowlton Strategies are stellar examples of this transformation. These industry giants recognize the invaluable insights garnered from dynamic media monitoring, leveraging them to sculpt strategies and narratives that resonate. As the digital frontier expands, this approach will not remain the domain of the elite few. Instead, it will become mainstream, establishing itself as an indispensable tool for all PR agencies and professionals, ensuring they remain at the cutting edge of public relations and brand management.

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