WITH developments in social media, real-time marketing efforts are more effective than ever. With Facebook, Twitter, and other popular social sites, as well as the data collected from paid (digital and non- digital channels) and owned media, businesses can gather up-to-date information on their target audience.
Maxus together with Vocanic—both supported by the scale of GroupM and WPP—launched a marketing command center and dialogue engine that reads environmental signals in real-time, keeping the clients always one step ahead of the curve.
“Mesh is a marketing command center and a dialogue engine that leverages technology with people to understand real-time environmental signals that enable us to really understand what’s happening in our client’s business,” Maxus Regional Director of Digital Andy Radovic said.
He expressed excitement in launching Mesh first in the Philippines among the five target markets. Mesh, being the first of its kind and the first to be brought to Asia, will soon be launched in India, Australia, Vietnam and Hong Kong.
To truly understand the consumers, Mesh is a combination of technology, people and processes that visualizes data and allows businesses to make better marketing decisions. Providing a clear view of the client’s brand health, it gives the businesses an opportunity to present a set of tailored recommendations for their clients.
Using social and data to bridge the divide from the unknown to the known, Mesh is fit for businesses in the following sectors: Service businesses like telecommunication companies and banks; retailers like mall owners and retail chains; travel and hospitality like airlines, hotels, OTAs, and QSRs; government entities; and CPG businesses like personal care, household care and others. It can be also for CEOs and brand directors.
Through Mesh, businesses will have a real-time pulse into what people are saying about their brand, who is saying it, and how influential they are. It enables the businesses to keep track against their key competitors, as well as all live-client campaigns across markets, channels and objectives.
When it comes to real-time marketing, speed matters. The speed at which information travels now is unprecedented. Through Mesh with an access to numerous data sources in real-time, businesses are able to intercept what trends are happening around their brands and categories, and are able to take action on these trends to create innovative ideas and campaigns that support their clients’ mission, while the competitors scramble to adjust, they can seize the initiative, open new channels, and grow their brand.
“These data in a real-time way allows us to quickly intercept and understand how they’re [consumers] feeling, acting, talking at any given point time,” Radovic said.
Having a technology and data in place to understand if a crisis is happening or about to happen for a particular brand is powerful. Through Mesh, businesses will be able to pick up on a crisis, alert their clients and take action, whether it’s in developing real-time content, adjusting their media spend and allocation or other actions.
Maxus is a global media-planning and –buying agency that is built on the philosophy of “leaning into change” in which Mesh absolutely epitomizes. This, coupled with Vocanic, a leading social-media agency, brings a powerful combination.