In this study the effectiveness of brand tracking through social media was studied. This study is of much significance to the brand managers for future application of social media channels.
Social media is centered on communities where users share their opinion and gain others perspective unlike traditional media where the company sends unidirectional messages to the audience. Social media requires the consent of the user and is more acceptable as compared to traditional media which infiltrates the personal space of a person. Social media is basically shared media where brands can simulate discussions at regular intervals but the final result of the discussion can have either positive or negative impact on the brands.
Social media scores in targeting the message to the right audience. It enables marketers to focus on their target segment instead of broadcasting the message to mass audience. The media lays emphasis on engagement with the customer and builds a relationship which is long lasting.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Introduction
- Market Research Industry
- Market Research Industry in Present Scenario
- Social Media led Market Research
- Nature of the business
- EmPower’s Methodology and IP
- Statement of Problem
- Objective of the Study
- Scope of the study
- Research Methodology
- Data sources
- Research instrument
- Statistical Tools
- Analysis
- Usage of Brand tracking solution
- Preference toward Brand tracking
- Social Media for Brand tracking
- Brand tracking tools
- Area wise Social Media Brand tracking
- Preferred channels of engagement
- Flickr
- My space
- You-tube
- Hyves
- Usage of Brand tracking reports
- Social Media Preference
- Social Media Brand tracking Vs Traditional Media
- Social Media Brand tracking in comparison to primary research brand tracking
- Profits from Social Media led Brand tracking over Primary Research Brand Tracking
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to investigate the importance and effectiveness of social media-led brand tracking compared to traditional and primary research methods for brand tracking, focusing on the benefits and applications within the context of P&G brands. The research explores the overall impact of using social media for brand tracking, analyzing aspects easily handled by social media, effective geographic areas for its application, and reasons for its use by companies like P&G.
- Effectiveness of social media-led brand tracking compared to traditional methods.
- Benefits and advantages of using social media for brand tracking.
- Geographic effectiveness and application of social media for brand tracking.
- Reasons why companies utilize social media for brand tracking.
- Cost-effectiveness and efficiency gains from social media brand tracking.
Zusammenfassung der Kapitel (Chapter Summaries)
The Introduction provides background on knowledge services and market research. The subsequent sections delve into the market research industry, its evolution, and the rise of social media-led market research. The study details the nature of the business, focusing on EmPower's data services and Global Listening Model. The methodology section outlines the exploratory research approach, data sources (primary and secondary), and research instruments used. The analysis section presents findings from a questionnaire administered to P&G brand managers, covering topics such as brand tracking solutions, preferred methods, social media usage for tracking, preferred tools, geographic areas of social media brand tracking, and preferred channels of engagement (Facebook, Twitter, etc.). Specific findings regarding the usage and effectiveness of various social media platforms are presented, concluding with a comparison of social media brand tracking to traditional methods.
Schlüsselwörter (Keywords)
Brand Tracking, Social Media, Online Marketing, Market Research, Social Media Marketing, Brand Management, Consumer Insights, Qualitative Research, Quantitative Research, Data Analytics, P&G Brands, Traditional Media.
- Quote paper
- Govindappa Raghu (Author), Dr. Radha (Author), 2011, Brand Tracking Through Social Media, Munich, GRIN Verlag, https://www.grin.com/document/183123
