Download Listen First!: Turning Social Media Conversations Into Business Advantage AudioBook Free
Shhh Listen. Notice that? That's the sound of your business. The conversations occurring online and in the marketplace tell you practically everything you need to learn about your company as well as your customers - what folks are saying about you, how they use your products, whether they'll buy or recommend your product, and how they respond to your marketing and advertising. Being attentive provides unrivaled information. If you do it right, you'll have decisive edge over your competition as you adapt faster to customer needs and market changes. Being attentive is ultimately about increasing business advantage. Based on authoritative research from the Adver-tising Research Base, Listen First! delivers a playbook for marketing and advertising success-fully inside our conversational era. This book points out what listening is, how to do it, how it's used, and where it's headed. Done well, cultural media listening uncovers pivotal insights that guide marketing as well as product development, customer service, and almost all business functions that touch customers and other stakeholders. You'll learn the various tools, winning works, and proven practices for listening so that you can:
- Understand what customers are thinking, sensing, and doing in their lives that affect demand and involvement in your products or services
- Identify hazards to your reputation
- See how customers position fighting brands in their thoughts, not as marketers position them
- Sense market shifts that threaten existing business or present new opportunities
- Develop new products or refine your present lineup by delivering customer voices into R&D, invention, and concept tests
- Make your messages more relevant and sharpen targeting by directing messages to people corresponding with their conversational pursuits
- Keep sales humming, even when business conditions might be unfavorable - or better predict short-term sales predicated on the quantity and details of conversational activity
- Determine rivals' advantages and weaknesses
- Plan and buy advertising predicated on where conversations are occurring
- Organize your organization to maximize listening's value across all its departments
