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The Marketer
May 4th, 2012

Listen and learn

Daniel Hansen, director, Questback

Consumers are increasingly empowered to make their voices heard, and it is often disgruntled individuals who shout the loudest.

Feedback can come from various sources, whether it be customer surveys, consumer reports or increasingly, social media streams. Sheryl Sandberg, COO of Facebook, recently commented that “the strength of social media is that it empowers individuals to amplify and broadcast their voices.” This social change is having a serious impact on business strategy as a whole and in particular, marketing departments.

In fact a recent study showed that 62 per cent of workers are already overloaded with data that they cannot make sense of. This is only going to get worse. It is predicted that by 2020 “data-deluge” will grow by more than 40 times. It is therefore imperative to put into place tools and systems such as enterprise feedback management solutions to enable feedback data to be efficiently analysed, reducing the impact on marketers’ time.

Many organisations already monitor consumer feedback. However, the challenge lies in acting on this information quickly and efficiently, making changes based around the feedback they receive.

With an appreciation for how consumers are responding to corporate behaviour, marketing activity and product development, tangible changes can be made to a marketing campaign. It is then wholly possible to add value to the consumer experience. This will differentiate a brand from the crowd, ensuring customers feel valued and cared for. After all, consumer experience is king.



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