Do You Do Listening?
One of the things that brands and marketing departments will be doing in the future, if they are not doing this already, is listening. Finding a way to make sense of the endless noise emanating from millions and millions of connected customers. Matt Dickman, writing on Techno Marketer has put out an interesting framework on how companies can set up the listening business. And he believes that humans will have a key role to play. The human level according to Matt sits between the data level and the action level. Listening without action is wasteful according to him and this is where the organisation steps in. A cross functional team of people who need to be 100% integrated in the company’s culture/process. They need to know the legalities of the business, HR issues, communications opportunities, brand/product feedback, how employees are engaging and representing the company and what is being said about the companies media properties. Read more on Matt’s blog Here is a review of listening companies by Forrester.