A modern approach to market research
The term Social Listening has gradually been acknowledged and since become a dominating trend when it comes to market research. The booming of social networks and correspondingly large user databases offer favorable conditions to the growth and popularity of Social Listening.
Unlike the traditional market data collection method, Social Listening extracts information from data points in available Internet resources using pre-defined keywords. This solution is widely used to manage brand health and track the number of target consumers who discuss about the brand. Extracted information by using Social Listening solution can be utilized diversely in brand-related activities, including:
- Identifying emergent market trends
- Gaining customer insight
- Identifying potential social media influencers
- Extracting customer’s feedback
- Assessing the effectiveness of social marketing campaigns
Gaining customer insight with SocialHeat and Marketing Intelligence
Understanding consumers’ real interest enables companies to release more catching and approachable product contents. That begs the question of how to gain customer insights and determine whether objectives of a campaign are successfully achieved. Social Listening is in this case the most suitable tool to ensure a marketing campaign truly targets the right customers, at the right time and thus achieves maximum results.
Marketing Intelligence solution, once combined with SocialHeat platform and boosted by Social Listening data, would open the door for companies to collect, extract and analyze information automatically and in real time, with coverage of over 90% of any news and discussions emerging on social networks.
Social Listening is the optimal solution to develop brand communication, solidify and expand brand influence, and increase interaction with customer base.
Social Listening solutions include:
A Brand is based on customer feelings towards a company, a product or service, and has multi-dimensional facets including appearance, value, attribute and uniqueness. Reputation Management increases the creditability of company towards customers by closely tracking customer behaviors to extract data points relating to reputation.
Category research enables companies to collect all aspects of the brand that interest customers in order to further analyses in terms of:
- Brand awareness
- Consumers’ understanding of the brand
- How consumers happen to know about the brand
In-depth analysis of each brand or product segment enables companies to gain insights for marketing plan or renewal of product life-cycle.
Category Research Process
Category research reports provide insights in terms of:
- Target customers
- Customers’ feeling towards the brand
- When or how long customers’ interaction lasts
- Online interactive channels
- Media behaviors and insight
- Prominent products/services
Consumer Research is an integral step from concept development, production, launching, sale, to final consumption. Through consumer research, companies can obtain necessary analysis and reports to understand:
- Which brand the customers are interested in
- Customer’s needs and expectations from their favorite brand
- Utilities of the products or services from customer’s point of view
- Why the customers choose that particular product or service
- Customer’s expectations for after sale services
Consumer Research Process
Consumer research process starts with consumers’ pre-interaction insights and needs to identify factors attributable to consumption behavior, suitable strategies for product distribution and consumer interaction.
Digital marketing and media campaigns are pivotal activities conducted by companies. In the pre-campaign stage, Social Listening aids the brand to gain insights into customers, and develop a suitable approach to align with customers’ insight. During the campaign, Social Listening facilitates adjustment and assesses whether the brand image is perceived as expected, and provide warnings where necessary. Social Listening also assesses the effectiveness post-campaign, including comparison analysis with competitors in order to produce a full picture and deduce faults for subsequent campaigns.
Campaign Tracking Process
Trendspotter creates attractive contents for customers. This tool enables brands to timely catch the latest trends and hottest topics on social media as soon as they emerge.
Brands often utilize Trendspotter to create engaging contents and launch campaigns to attract new customers.
Influencer marketing involves promoting the products or services launched by way of collaborating with individuals who can influence or affect a particular group. Influencer solutions are supported by SociaLift platform, which is the latest product line in MarTech ecosystem and perfectly fits itself as a measurement tool for influencer marketing campaigns.
social listening, SL