Marketing has become more of science and less of an art, mainly by the ability to produce a decent amount of quantitiative and qualitative data.
Just recently social media analytics tool Brandwatch has been monitoring the buzz from the gaming community. They've been tapping into the collective sentiment of users of PS3, Wii and the Xbox.
Being able to monitor a specific niche section of a community is a very useful step in understanding who your influencers are and what they are talking about (Blu-ray apparently)
Marketers and relationship managers now have the information to create a new albeit refined art... learning what to do with that data!
3 comments:
that would be a quick study going back to psycology and the thin line is whether those influencers will continue to stay "pure" with the ncreased focus of the marketers or not.
Duygu
Thanks for your comment.
I’m not sure I agree with you that it’s a psychology study, but perhaps more of the usual marketing cycle of:
Hypothesise > Test > Measure > Analyse > (repeat cycle)
I’d also be interested in understanding what you mean by an influencer being ‘pure’.
Surely all types of influencers have different sentiments that they pass onto others and these could be seen as either positive or negative towards a company / brand?
I’m more than happy to discuss further.
Hayden
http://press20.blogspot.com/
Buying habits and consumer phycology is excatly what we will need to analyse for online consumer. altough, social networks or consumer generated data has more personal touch product is still the product. the destination, the music the club we support is a product.By staying "pure" I ment that influencers might confuse themselves as marketers.
love brands on the contrary are free of such consumer generated influence but still to be a love brand, positive word of mouth is a must, so the cycle repeats as you said.
well, this new content we need to hold on to is fregile, a negative comment can lead to distracting from the product in every 6 out of 10 right?
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