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 \u00abinterviewees\u00bb; they have become \u00abopinionators.\u00bb 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.<\/p>\n
Every day, new tools, and platforms per a tracking consumers on the internet are emerging. Aquests s\u00f3n designats per capturar informacions consumidors share on social media, blocs, microblogs, co-creation platforms, social bookmarking, discussi\u00f3 f\u00f2rums, productes reviews, v\u00eddeo, and photo sharing, and so on.<\/p>\n
Aquest brings to mind the example of Alice in Wonderland:<\/p>\n
\u00abAlice 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!'<\/em><\/p>\n 'Of course, it is,' said the Queen, 'what would you have it?'<\/em><\/p>\n '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.'<\/em><\/p>\n '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.'\u00bb<\/em><\/p>\n \u2013 Lewis Carroll, Through the Looking-Glass<\/em><\/p>\n The Red Queen Effect il\u00b7lustrates the reality of totay's marketing landscape. Brands s\u00f3n constantment moving, som molt r\u00e0pids, i el feeling \u00e9s que no s\u00f3n movint fast fins a noves categories, productes, m\u00e0rqueting i communication actions, or even new social media platforms emergeix every day, captivating consumers, buyers, i. However, this is only half the truth. L'endog\u00e0mia de tots els seus que volen participar en aquest joc fan que sigui clar que no \u00e9s hyperactive, \u00e9s irrellevant. The internet has accelerated and multiplied this feeling, especially within social media. Yet, experiments shows que teniu a step en el m\u00f3n on-line sense prior study and analysis leads to failure.<\/p>\n Per hyperactivity a internet i social media, i tenint present just per a la seva soluci\u00f3, necessitem strategy i acci\u00f3 plana online que aligns s comunicacions objectius i m\u00e0rqueting strategies.<\/p>\n 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 \u00faltim per\u00edode 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.<\/p>\n 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 per\u00f2 als offline because no one doubts that amplification effect of the internet also affects (not just en l\u00ednia).<\/p>\n Aix a final reflection, shouldn't we talk about "thinking" instead of "knowledge"? El social pressure exercit per internet, i especialment social mitjana, for\u00e7a brands to behave more responsibly. Brands must focus on thinking rather than just knowing.<\/p>\n <\/p>\n<\/span>","protected":false},"excerpt":{"rendered":" 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 \u00abinterviewees\u00bb; they have become \u00abopinionators.\u00bb They have shifted from being spectators to actors. Consumers now express their opinions and create [\u2026]<\/p>","protected":false},"author":4,"featured_media":4384,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[130,193],"tags":[],"yoast_head":"\nThe Relevance of Market Research in Marketing Actions<\/h2>\n