When developing strategic communication plans for companies in the aviation industry, I always want to know what’s going on in the customer’s mind. Customer insight can be attained via several channels using different tactics. For example, insights can be gained from:
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“How Social Media Is Changing Brand Building,” published by Forrester Research, identifies three strategic roles that social media should play in brand building. Author Tracy Stokes correctly identifies that social media in and by itself cannot build brands but must be integrated with overall brand strategy and complement paid and owned media.
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Facebook commissioned Forrester research to evaluate how marketers are building brands in the connected world. The research revealed that most marketers believed that social media was important to brand building, however their current strategies were out of sync with how customers prefer to interact with their offerings.
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Life After Advertising 2.0 