©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
NEW YORK: Maturing strategies in areas like social listening, Facebook advertising, “omnichannel marketing” and real-time planning are all set to make a major impact in 2013, Millward Brown has argued.
The research group predicted in a study that social media data collection would soon move from largely reactive “listening” to a proactive gathering of insight.
Such a shift is especially vital as Millward Brown’s assessment of 30m online conversations found as few as 40% of brand “mentions” were made by human users.
As such, marketers must consider the role of “spambots” when monitoring buzz and influence. Enhanced transparency and sentiment analysis, as well as employing more rigorous research methods, are similarly key.