YouFind Newsletter | Digital Audit: Unveiling Competitors with Data

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YouFind Newsletter | Digital Audit: Unveiling Competitors with Data

YouFind Newsletter | Digital Audit: Unveiling Competitors with Data

The online world is filled with vast amounts of accessible data from sources like major search engines, social media, and brand websites. However, due to its fragmented nature, it can be challenging for businesses to utilize this data effectively.

Digital Audit involves auditing data sourced from the internet. By leveraging the Digital Audit system, we can piece together the scattered traces left by online users into a valuable database. Through Digital Audit, we can understand the online positioning and evaluation of ourselves and our competitors, allowing us to develop more suitable and precise marketing strategies.

Learn more: http://bit.ly/2Yxy61H

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KOL（關鍵意見領袖)

在互聯網尚未普及的時代，資訊的傳遞非常「單向」，我們接觸的資訊來源主要是大眾媒體──消息經由記者接收、由記者進行消化、整理、報道，再傳達至你與我。然而，在當今的世代，資訊不單不是單向，有是「多面向」，有如蜘蛛網，你我他可以獨立連結，也可以以群組的方式地集體連繫。從群眾的角度而言，當中尤其由 KOL（Key Opinion Leader，關鍵意見領袖）扮演著舉足輕重的角色，KOL 對在社交媒體所發表的評價，不單是吸引無數跟隨者的眼球，更影響很多人的消費決定。不難明白的是，很多品牌管理者、廣告商，現在都力求找到優秀的 KOL 以達致廣告的效果。那麼，一位優秀的 KOL 該具備什麼條件？知名度高就一定有影響力嗎？其實不然。知名度和影響力，兩者都是重要的指標，然而，兩者未必有正比的關係。一個知名度高的 KOL，很可能有大量的支持者（即粉絲，Fans）或者跟隨者（Followers），但未必代表這位 KOL 可以影響他們的消費決定；反之，一個具有強大影響力的 KOL，可能他算不上是街知巷聞，但他的一小撮的支持者對他可是亦步亦趨。揀選 KOL 的質與量指標再深入一些去想，行銷人員在評核如何選擇合適的 KOL...

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