Market research guides your marketing strategy and should underpin everything you do as a business. As businesses march ever more relentlessly toward improved metrics, market research should be the first arrow you pull from your quiver. Yet, many of the same managers demanding better metrics fail to grasp the importance of market research. Why firms [...]
Do you have a listening post? How important is the listening post to your firm? What software are you using to listen? How is your firm using its listening post? How effective is your listening post? What are the major problems you face? What changes do you plan in the coming year regarding listening?
My own experience listening in social media is mainly in an area commonly overlooked by firms who mostly use listening as a means of reputation management or pro-active complaint handling. My expertise in online listening is using online conversations as a means for understanding consumer behavior.
Ask a Marketing Expert drew several top experts, Steven White from UMass-Dartmouth and Barry McLawhorn, a social media consultant, to discuss the issue of how social media affects marketing productivity. Interesting discussion.
Next week I plan a series of posts on measuring ROI and using other elements of a marketing dashboard in strengthening marketing strategies. As always, your comments and suggestions are valued. If you have suggestions for topics, I’d love to hear them. I also encourage you to post links to other discussions of topics related to posts.
Many companies block access to social media in the workplace, but now they’re trying to dictate what employees can say in social networks from home or on their mobile devices.
Now That you Have a Listening Post, You Need to Analyze all That Data to Support your Marketing Strategy
Even if you DON’T have social media as part of your marketing strategy, you need a listening post to “hear” what others are saying about you online and in social networks.NOW, your problem is you have a TON of unstructured (non-numeric) data and you can’t make heads or tails out of it. Here’s your solution.
Although difficult, listening may be more important than anything else you do to promote your business, especially in terms of social networking. Therefore, even if you don’t choose to establish a social network presence, a good listening post is a must.