Social Listening means keeping updated regarding various
brands and organizations through information on the internet for instance not
only social networking websites but also blogs and online newspapers. This
gradual shift has emerged due to a number of reasons which will be presented
below.
Customers are becoming increasingly choosy regarding what
products they will purchase. They consider their purchases to be more of a
representation of themselves, and therefore, they are likely to avoid offerings
of companies that take actions against their beliefs and values. Customers want
to be able to defend their purchase, and for that to happen, they have to have
a certain trust level with the company. This propels them to know more about
the organization they will be doing business with, and as they are likely to be
associated with it. Good reviews regarding a company’s products leads to more
customers coming into the fray, while any adverse publicity is likely to
discourage them from associating with the brand.
With the advent of globalization, almost the same products
are being offered by every other supplier at rock-bottom prices. Customers are
not really hesitant anymore in shifting from one brand to another, which
implies that an American citizen is not likely to have issues with buying a
North Korean phone if the phone satisfies his or her needs and requirements.
They want to have what’s best for them, and they will go ahead and buy it. They
do not want to be disappointed regarding their purchase, so now more and more
customers are increasingly looking over the internet or in other words, social
listening, before making any significant purchases. Every good marketer
understands that the best form of motivation is generated through the reviews
of other people. If companies are to succeed, they will have to incorporate
such changes into their infrastructure.
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