Communication and marketing ha changed with the exponential growth of social media, and so has research. It's changing the way we engage with consumers and, consequently, how we conduct research. Consumers no longer just «interviewees»; they have become «opinionators.» They have shifted from being spectators to actors. Consumers now express their opinions i create contents on multiple platforms, whether they are social media or other outlets. Aix researchers, we capture this opinion, compile, structure, analyze, i torn it into valuable knowledge for brands.
Every day, new tools, and platforms per a tracking consumers on the internet are emerging. Aquests són designats per capturar informacions consumidors share on social media, blocs, microblogs, co-creation platforms, social bookmarking, discussió fòrums, productes reviews, vídeo, and photo sharing, and so on.
Aquest brings to mind the example of Alice in Wonderland:
«Alice looked round her in great surprise. 'Why, I do believe we've been under this tree the whole time! Everything's just as it was!'
'Of course, it is,' said the Queen, 'what would you have it?'
'Well, in our country,' said Alice, estill panting a little, 'you'd generally get to somewhere else - if you ran very fast for a long time, as we've been doing.'
'A slow sort of country!' said the Queen. 'Now, here, you see, t'agafes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that.'»
– Lewis Carroll, Through the Looking-Glass
The Red Queen Effect il·lustrates the reality of totay's marketing landscape. Brands són constantment moving, som molt ràpids, i el feeling és que no són movint fast fins a noves categories, productes, màrqueting i communication actions, or even new social media platforms emergeix every day, captivating consumers, buyers, i. However, this is only half the truth. L'endogàmia de tots els seus que volen participar en aquest joc fan que sigui clar que no és hyperactive, és irrellevant. The internet has accelerated and multiplied this feeling, especially within social media. Yet, experiments shows que teniu a step en el món on-line sense prior study and analysis leads to failure.
Per hyperactivity a internet i social media, i tenint present just per a la seva solució, necessitem strategy i acció plana online que aligns s comunicacions objectius i màrqueting strategies.
The Relevance of Market Research in Marketing Actions
The key to all this, as always, lies in the analysis of information. Until now, the solutions offered have been more focused on obtaining information rather than analyzing it. Although amb aquest últim període d'internet analytics, sources (in termes de nombre i qualitat) mai make difference in the very near future, the true differential will lie in analysis. And translating this information + analysis into valuable knowledge for brands, as action without measurement is meaningless.
Per a brand correctly interprets aquest knowledge, t'has best starting point to define, redefineix, o fine-tune les communication and marketing actions, no on-line on-line però als offline because no one doubts that amplification effect of the internet also affects (not just en línia).
Aix a final reflection, shouldn't we talk about "thinking" instead of "knowledge"? El social pressure exercit per internet, i especialment social mitjana, força brands to behave more responsibly. Brands must focus on thinking rather than just knowing.
