LONDON - Metia Group, a global marketing agency, announced that it has won two platinum MarCom Awards alongside client Microsoft.
The MarCom Awards 2018 has recognized Metia's groundbreaking program undertaken for Microsoft – The Language and Topics of the Customer – as a platinum award winner in each of the MarCom Awards ‘Customer Insights’ and ‘Research/Study’ categories.
Microsoft turned to Metia Group to conduct research that could be extensively used by both in-house and agency content teams to adapt and inform all aspects of content creation and channel strategies.
Using its in-house Content Resonance System (CRS) and large volumes of audience conversation data, Metia isolated the specific themes, topics, and words that will enable Microsoft to create content that connects with its audiences’ priorities, driving deeper engagement, higher response, and accelerated conversion.
“CRS gives us data points to support the case for an external audience focus for our campaigns. We saw a significant increase in performance when using opportunities identified for us by CRS. It also reminds the business that our internal language around corporate priorities doesn’t resonate with our customers, we must engage them in our business by bringing our solutions to life around the topics that are meaningful to them,” said Victoria Oakes, Storytelling & Digital Destinations Lead, Microsoft UK.
By utilizing this unique set of proprietary data-capture tools and linguistic-research techniques, Microsoft saw a 200% increase in average time spent across articles that used CRS and a 4x uplift in conversion rate.
"Content should build a conversation around what matters most to customers," explains Andrew Martin, CEO, Metia Group. "Winning awards in both data science categories highlights the unique value of our CRS technology, and how it can be used to drive consistent messages, language, and tone, within the conversational themes and topics that audiences are most engaged around.”