Advertising has evolved. While selling will ultimately be about spinning a product, successful companies have changed tactics dramatically.
Gauging the effectiveness of the strongest competitors in a given market is one of the best tools for the marketing team in any vertical.
Brand Consultancy teams have fined tuned the art of collecting the data from competitors and consumers via social media sites world-wide.
Years of touting products as the only, the best, the can’t live without and keeping up with the Joneses has collectively worn out consumers and the internet has helped us heave those old snake-oil salesmen out the proverbial Window.
For the small, local business owner, Facebook and Twitter and a static website are a must and quite possibly, enough.
For the multi-regional, multinational and growth oriented company, however, the use of Brand Consultancy is a given. The kind of market analysis, competitive intelligence research and ROI tracking necessary to enable an effective marketing team can rarely be facilitated from within an organization. It is a specialty unto itself.
Studies have indicated that companies who engage in competitive intelligence via Brand Consultants are garnering a larger chunk of the consumer pie.
While spinning products will (hopefully) never stop, companies who have effectively stayed in tune with the consumer by listening to and heeding the ample wish lists and yes- complaints - that are readily available on literally hundreds of sites on the web –those are the companies that are light-years ahead in capturing their respective markets.
Consumers are making it abundantly clear what they want and how they want it delivered. Successful companies are listening.
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