Ears to the ground, fingers on the mouse
September 22, 2005
Cindy Sullivan at Cymfony describes how marketing departments are making use of online monitoring service for product research, customer feedback and reputation management.
Amongst other uses, marketers look online:
1 To track how the company, CEO, senior managers, partners or corporate representatives are perceived in the market2 Ensure positive perception by fine-tuning their messages3 For crisis monitoring - to help circumvent potential crises or be alerted to them