It is now a matter of fact that the Web is one of the most complete, wide and up to date available sources of data and information, where people interact and express their real needs about all possible topics of interest.
Being able to collect and understand such information represents an important critical success factor for Companies since it enables access to meaningful and actionable insights useful to rapidly adapt to market trends and needs and to optimize omnichannel communication strategies, once combined also with traditional sources of information.
But which kind of valuable and distinctive information can really be collected “listening” to the web?
- First of all, WHAT users say and ask about the interested topic;
- WHO the users or the people mentioned actually are;
- WHERE conversations and interactions happen (on which platforms and channels);
- How much users talk about the topic (the VOLUME of conversations).
This kind of information can provide important business insights such as new targets and channels to cover, emerging trends and opportunities, increasing customers’ needs, etc.
But how does it work? How is it possible to collect all this information?
The key is to leverage on all digital available touchpoints: each of them in fact has a different role in users’ mind and is used for different purposes, therefore providing different shades of knowledge about users and topics in scope at 360°.
And the possible areas of application are many! Just to mention ones, it is possible to monitor conversations about a specific brand or Company to evaluate the awareness in users’ mind, track interactions and searches about a specific topic or product to evaluate the impact of a promotional campaign or initiative, focus on a specific target to map their expectations and hidden needs, and many others.
Moreover, scouting and listening to the web allow to provide additional advanced evaluations, such as benchmarks of competitors’ digital strategies, analyses of the net sentiment and the market perception about a topic, product or brand.
And last but not least, it can be also useful to evaluate the corporate reputation index, a specific index about the reputational changes over time coming from the impact of on and offline conversations on the brand.
The integration of online and offline sources and the use of listening’s insights as relevant input for the definition and challenge of omnichannel strategy and value proposition, lead to several tangible and successful business outcomes. Just to mention ones:
- A Multinational Pharma Company identified a new relevant HCP target to be addressed for vaccines prescription;
- A leading Italian Pharma Company structurally reshaped the positioning of one of its food supplements;
- An Italian Public Company discovered that talking about “green” initiatives was preferred by customers than talking about monetary reimbursements for inefficiencies or inconveniences.