Alternative marketing thinking

iCONTRACT

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.

Advertisements

Single Post Navigation

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: