In “The Whole World May
Be Listening, But That’s No Longer Enough” article, Erin Galad, CEO of Tracx
explains that online audiences are generating far too much information for
marketers to sift through. The monitoring of social media is one aspect of
the conversion puzzle. Marketers must breath life into big data, by
connecting the dots among user sentiments in the social media space and by
observing people’s behavior and interaction with brands.
With the ever-growing
popularity of user-generated content in the Information Age, companies that
track “influencers” understand a unique value; keeping repeat customers happy
is only one part of the equation. The “influencer” group can add momentum
to a corporation’s brand mission, which is likely to become a corporation’s
best customer segment (Kagan, 2012). The mapping and leveraging of
stories have the potential to transform a bottom line and a brand’s essence.
1.) What are the
essential steps a contingency plan will require so that a digital marketer will
be able to apply solutions that will soften the effects of negative viral
storytelling?
2.) Can you share
any examples where real-time opportunities to optimize have helped to save the
day? (i.e., how can an organization curate information and content to
shift a brand’s perception in near real time?)
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