With the growth of web 2.0, especially the use of the mobile web, social media is one of the major media channels, and listening to social media and using it to engage with customers is critical for companies to succeed. IBM Research – China is developing technologies to enable real time social listening capabilities for enterprises. With social listening, Chief Marketing Officers (CMOs) can have a deeper understanding of their products, services and customers, allowing them to optimize the entire value chain.
In the retail industry, retailers needs to associate customer purchasing preferences to product descriptions for merchandise management and precision marketing. With social listening, retailers can capture more comprehensive knowledge from social media such as a product’s competitive, life cycle, and utility features. This will significantly enhance the cross-brand sales, improve merchandising and assortment planning and deliver a more personalized experience to its clients.