Brand Monitoring Wave
[i]Q: What is Brand Monitoring?[/i]
A: The ongoing analysis of mainstream media and consumer-generated content to identify trends relevant to a company’s marketing activities and competitive landscape.
[i]Q: Why does Brand Monitoring matter?[/i]
A: The power shift from media institutions to consumer communities means that marketers must track a diverse and growing range of influential voices.
[i]Q: How can Brand Monitoring help companies?[/i]
A: By giving early warning on trends that lead to situations like Coke+Belgium, SUVs+Tread Separation, or Comcast Technician. Or providing an objective measure of marketing effectiveness. Or by delivering unaided insight into consumer preferences to shape product development. In addition to many other applications.
[i]Q: Who offers Brand Monitoring services?[/i]
A: We analysed the seven major players in the market today across 56 criteria.
[i]Q: What do Brand Monitoring vendors do?[/i]
A: There are four key steps to brand monitoring: data collection, information processing, data analysis, and insight delivery.
[i]Q: How do the vendors stack up?[/i]
A: Vendor tackle the four steps with different approaches. From the executive summary: