It?s no secret that a critical component to improving marketing success in any organization includes incorporating social listening and monitoring.
Traditionally, the data-driven chief marketing officer gathered data from social platforms, converted them into actionable insights and brought them into the boardroom to prove to other C-levels how useful social data can be.
But as business needs evolve, the additional value of sharing social data across other departments is evident. Social consumer market insights can support every team outside of the boardroom, including customer service, product development, human resources and beyond.
As a result, the traditional practice of centralizing the role of social monitoring within one department–usually marketing–has shifted, and with good reason. While the insights garnered via the marketing department are useful and meet many business needs, organizations cannot ignore that the power of social insights can be leveraged in much bigger ways that are being explored by the evolution of traditional market research roles?the social consumer market insights professional. The social CMI professional is pioneering advanced customer journey propositions that don?t simply meet the needs of prospective customers, but exceed and anticipate them, as well.
The insights that a social CMI professional analyze go far deeper than traditional monitoring for marketing. These insights are revelatory breakthroughs, not just minor findings ...