• Sudel Retief

Are you paying enough attention to the media?

Updated: May 15, 2020

When you’re promoting your brand, media monitoring is a vital part of your marketing.

Media monitoring basically means keeping an eye on what is being “talked about” in the media, and how it relates to you – and then of course using the media and current topics to your advantage.

It’s mind-boggling how expansive and diverse the media is today; and it is near on impossible to keep track of everything. But it’s important to track as much as you can, or you may miss out on information and opportunities for your brand.

Here’s five reasons why you need to monitor the media; and how your brand could fail if you don’t.

1. Maintaining customer relations

It goes without saying that your customers are the most important element of your business. Monitoring the media allows opportunities for you to maintain your customer relationships as it offers immediate opportunities to respond to enquiries or complaints in a more timely fashion.

If your brand attracts negative feedback on any social media platform and you do not respond appropriately, the damage can be extreme. Social media moves quickly and users are programmed to expect instant results. If you are not monitoring conversations and positively responding, destructive commenting can easily and quickly get out of hand – and from this, some brands never recover.

2. Engaging with consumers to attract more customers

Gone are the days in which a business can place an advertisement and then sit back and wait for the phone to ring. Modern marketing requires a direct approach, a constant reminder to consumers that you exist and that your brand is better than your competitors.

The marketplace has never been more competitive, and you need to be clever to make your brand stand out amongst the rest. Monitoring the media gives you the edge you need to keep your brand in the forefront, and to enable customers to engage with your business. If you don’t do this, your competition will - and you’ll soon be forgotten. 3. Keeping your brand relevant

We all know the media is fast paced. What’s popular today may not be tomorrow; and really, it’s hard to keep up. But in order to stay relevant, you need to keep on top of what’s being talked about, the up-to-date trends and popular topics.

You need to continually prove to your customers that your brand is the one they should choose, and give relevant, believable reasons why they should choose it. Failing to monitor the media may lead to outdated marketing campaigns; or targeting your advertising to the wrong markets or at the wrong time.

4. Avoiding social media faux pas

Every day we hear about social media blunders. We laugh about them and share stories with our friends, and then move on. But the subject of the blunder may not move on so easily.

Social media faux pas can be costly and can even result in the demise of a brand, and it’s up to you to ensure your message does not contain anything that could offend. Social media users are quick to jump on anything that is offensive to anyone in anyway, and it’s critically important to be mindful of what message you are sending out.

5. Understanding what’s working and what’s not

The biggest part of your marketing is monitoring what is working and what is not, so that you don’t waste your advertising budgets. Monitoring the media is the only way of keeping a check on how well your brand is performing.

Marketing can be “hit and miss” and a lot of time you are hoping for the best when you send out a promotional campaign. But if you don’t monitor and track results, you’ll never know what campaigns were successful and which were not. You could end up wasting time and money on campaigns that have proven unsuccessful in the past; whereas if you monitor your campaigns well, you can see what changes and tweaks need to be made for the future.


Media Monitoring is something you don’t have to tackle alone.

Get in touch with My Media today and enjoy successful marketing campaigns tomorrow!

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