Less than a year ago we published the Listening Platform Landscape report, laying out the evolution of social media monitoring. That research continues to drive many client inquiries today, but in the months since it published a very unsurprising thing happened: the landscape continued to grow up.
Since the last report published a lot has happened. There are dozens of new players in the space – from simple brand monitoring dashboards to large listening platforms - new startups to technology behemoths. We've seen consolidation, acquisition, and expansion. The vendors we covered a year ago now offer more advanced tools and features and as a result marketers too have evolved, finding new ways to use the social media data these platforms collect. Further, we're watching new tools emerge – collecting and analyzing social data and pushing the boundaries of what we’d call a listening platform.
Vast numbers of people are congregating online to discuss a vast variety of issues, ranging from their social lives to what is the best server to buy for their business. It is so vast, that it is troublesome getting a handle on it. Surely, any specific online community has lots of systematic biases, so it can't be treated as projectable to anything but that community, right? Of course, the same can be said of any qualitative research. Some of the approaches and techniques that are of interest to market researchers include:
We announced today that Forrester is acquiring a business some of you already know called Strategic Oxygen. From where I sit, this deal is a great fit for both organizations. For those of you who don't know the Strategic Oxygen offering, it's a data-driven tool that gives marketers rich, detailed insights to inform their marketing mix and spending decisions across markets and media.