Listening Script Vocabulary
(Section 3: You will hear a conversation between a tutor and a student who has recently been doing research on social media marketing. First, you will have some time to look at questions 21 to 30 [20 seconds]. Listen carefully and answer questions 21 to 30.)
T: Right. Anna. I believe it's your turn to provide the research for the seminar today. You've been researching how marketing technology is changing how marketers use social media. Is that correct?
A: That's right, yes.
T: And what have you found out about how technology is being used in marketing?
A: Well, with the first wave of this technology, marketers wanted to see how they were performing, how to 'trend' on social media, and then make decisions based on that.
T: Right. And has that changed?
A: Yes. Now it's much more complex - marketers are managing multiple brands, there are many social networks to manage and there is a lot of content to generate each day. The work marketers have to do on social media is huge. The technology is becoming more about using the data that really matters to play around with audiences, optimise content, see how people engage and of course, optimise spending.
T: When marketers have access to powerful data from social networks, in what smart, creative ways are they using that data to optimise in the areas you just mentioned?
A: When you have data about an audience that engages with a brand, smart marketers want to know more about who those people are. For example, are there different personalities that prefer different product lines? They also want to know how personalities evolve over time to help them make decisions.
T: Right. And the other area is content. What types of content are the most engaging, and what actually influences the audience?
A: If you're creating a campaign for a brand or product, it's important to know who you're speaking to, which users will be most engaged, and the users who will drive the success of this campaign. In the past this was done by guesswork or agency studies, but today it's almost happening in real time. Marketers can have a view of their audience almost immediately that allows them to make quick, smart decisions.
T: Marketers are constantly searching for technologies that help them prove they're making the right decisions. Can you give an example of this?
A: Sure. One big trend on social media is that the cost of paid content is rising, so marketers are adding tools that allow them to gauge how an advertisement has performed in terms of cost, reach and audience engagement against total spend. Marketers want to know not only how they performed, but also whether they paid more or less than their competitors.
T: Speaking of costs, what performance benchmarks are marketers using now for paid social, and will those change in the coming years?
A: Marketers' first big focus at the moment is engagement. They see how content performs and what is gaining popularity. They also want to know whether their audience is going to their competitors or whether new brands are starting to win new customers.
T: Great. Thanks for that, Anna. Now, let's move on to…