Marketers, especially those with a significant presence on social media, now have almost an embarrassment of riches when it comes to data and intelligence about how consumers interact with their brands and messaging.
Instead of repeatedly interrupting audiences' conversations with their own messages, brands can use social listening platforms and other forms of data to better understand the things that interest their targets, and then craft content that adds to the conversation in relevant ways.
"Today's social listening and search data are yesterday's demographic studies, but they're better because they capture people in their most natural environment doing what they...