The Listening Platform Landscape
New Solutions Extend Beyond Tracking To Deliver Consumer Insights
January 22, 2009
Why Read This Report
Consumers continue to use social technologies to wrestle control of brands away from organizations. Marketers operating in this hyper-inclusive environment must go beyond simply tracking brand mentions and impressions and get at the root of the discussion. Enter listening platforms. Listening platforms are an emerging technology solution category — with origins in the brand monitoring market — that allows marketers to track discussions, understand sentiment, identify influencers, and use the resulting insights to improve market research, positioning, and overall marketing strategy.
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Table of Contents
- Marketers Must Listen To The Groundswell
- The Listening Platform Landscape Is Fragmented
- Improve Marketing Strategy With A Listening Platform
- Related Research Documents