How Listening Informs Campaign Management

With customer communication channels growing at an exponential pace, brands must adapt their marketing campaigns to provide messages that are more customer-relevant and that differentiate their products and services from those of their competitors. The key to better campaigns comes from the information that customers share throughout these fragmented online channels. Customer Intelligence (CI) professionals must understand social data and incorporate it into their marketing programs. Once a novelty, listening is now a vital technique for engaging customers and challenging competitors. Customer Intelligence professionals need to leverage listening to enhance the campaign management process through targeting, message testing, execution, and measurement.

Publication: 
Forrester
Author: 
Brosnan, Robert; Hofer-Shall, Zach
Document Type: 
Research
Paywall: 
$

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