Monitoring for Market Intelligence
This blog entry was posted on January 5, 2008.
The blogosphere is made up of hundreds of millions of blog postings that reflect all aspects of life and business. This large pool of information is completely searchable using blog search engines. This information can also be retrieved automatically every time a brand name or keyword is used using Google Alerts.
Businesses involved in blog marketing are using the blogosphere for marketing intelligence. Companies are monitoring the public buzz. They listen to what their customers are saying, what their competitors are saying and what new directions their market is heading. If your company is not listening to what is being said, you are missing out on important source for market intelligence.
About You: Discussions take place in real time. These include discussions about your brand and customer perceptions. Before establishing a blog presence, Dell used common tools such as de.licio.us and Technorati to monitor customer perceptions. They then launched their own Dell blog to address issues.
Customers: From your customers you can learn what directions they are taking their business. You can learn the challenges they are facing which may mean opportunities for your business. What are their motivations and why do the make their buying decisions?
Competitors: From your competitors you can learn what new directions or technologies they are considering. Listen to what your competitor’s customers are saying? Are they satisfied or are they ready to make a change? Monitoring your competitor press releases can give access to breaking news and research.
Market: The blogosphere is full of conversations about every conceivable market and industry. Is your market changing with some new technology that is being adopted? Learn about factors, concerns and excitement that are affecting the long-term growth rate of your industry.
The blogosphere is full of information and speculation that can open new opportunities if you are willing to listen. Keep an eye on your most direct competition or even more importantly, their largest customers to give you a leading indicator of change. Use blogs as a way to listen to and involve customers.
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Related posts:
- Monitoring the Blogosphere
- Understanding Your Market
- Blogging Must Add Value
- Digital Reputation: Responding to Criticism
Filed under: Blog Marketing
This entry was posted on Saturday, January 5th, 2008 at 4:50 am and is filed under Blog Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.No Comments
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