Why Brandwatch Wins for Enterprise / B2B Media Monitoring
In 2013 as Gray Street Solutions prepared to take on digital marketing for MBDA Missile Systems (U.S.), we reviewed the top 20 leading enterprise media monitoring systems. In evaluating the client’s needs, budget, and scope of the project, we chose Brandwatch. While there were several strong contenders, Brandwatch stood out due to their pricing model, superior query operators (Boolean search tools) and the ability to extend and customize the platform via their API.
Client Goals
Monitor U.S. capture program for Department of Defense precision guided weapons system. Identify trends and reactions from U.S. government officials, agencies and Congress. React and respond to news coverage. Evaluate efficacy of comprehensive advertising program and trade show presence. Distill analysis to inform evolving direct outreach campaign.
Expected Volume: Brandwatch is more affordable for clients who need comprehensive coverage, but not necessarily unlimited mentions.
With monthly plan starting starting at 50,000 mentions / month, Brandwatch is the best value for core brand health monitoring, while still maintaining a competitive edge at higher volumes (1 million+ monthly mentions). Combined with historical data from 2010 onwards, access to the Twitter “firehose,” Instagram, Facebook, YouTube and an ever-expanding database of all digital publications, you will not want for coverage.
Beware the seemingly lower cost alternatives. They typically only collect data from the point tracking is established, and require connecting to Twitter / Facebook / Instagram via SSO from your own personal or corporate accounts.
Complexity of Boolean Search Query / Keywords: Strong reach and limiting false positives.
In this particular instance, while the Minority Business Development Association is doing commendable work, distinguishing between the two MBDA’s requires a complex query structure. Additionally, the ability to incorporate subscription-based publications (such as Politico Pro) via the Brandwatch API was also a strong selling point.
Billing System / Commitment: 12 months, flexible terms.
As the point of professional media monitoring is improve decision making with enhanced business intelligence, the more users who are engaged with the platform the better. In this respect, systems that bill on a per-user account basis are counterintuitive. Given that B2B / enterprise sales are complicated enough. The simpler the billing, the better.
Gray Street Solutions is excited to be an official Brandwatch for Agencies partner.
This new relationship provides Gray Street Solutions (GSS) and our clients with enhanced support, special pricing and access to new features. For a very limited time, GSS is offering complimentary trials of Brandwatch. If you are interested in seeing our complete competitive analysis, drop me a note. TL/ DR., we were impressed with the software, support, and cheeky marketing you see in this post. The G2’s Crowd analysis is also strongly recommend.
GSS is also offering exclusive early adopter specials for EDGE Mobile Analytics, which harnesses the power of Brandwatch to deliver the stories that matter most directly to your mobile device, with the benefit of secure team conversation and customizable push notifications.
Schedule a demo today- Your brand is worth it :)
