Brand Relevance: How to Identify Untapped Opportunity

Brand relevancy is dependent on the relationship between the products/services companies wish to offer and the prices consumers are willing to pay for them. To identify untapped opportunities for establishing relevance, research and analytics are necessary to understand the demand for help or information from a specific audience. Content demand and supply, target audiences, and influencers can all be analyzed to uncover white space and shape campaigns accordingly.

When analyzing target audiences, interests, affinities, preferred social channels, purchase decision factors, and topics of interest can be identified. Influencers can be identified through reach, relevance, resonance, and references. Additionally, media publications can be analyzed by the volume of content published and the corresponding engagement and UVMs. All of this data can be used to prioritize media relations and sponsored content.

Before exploring the supply and demand of the audience, it is important to prioritize which audience to study and analyze. Furthermore, data without insight is just a number, so layering on human analysis is necessary to uncover layers of insight and white space.