Market Research - Control and adjust your communication strategy effectively

Market Research Control and adjust your communication strategy effectively “A brand is no longer what we tell the consumer it is – it is what consumers tell each other.” Scott Cook – Founder and CEO of Intuit Web 2.0 communication becomes The relevance of monitoring internet more and more important for information and discussions. companies. Therefore, it is becoming more and more One can find that the number of people important to continuously monitor internet using the internet for information and communication in order to be at the heart entertainment purposes is still rising. of discussion and get firsthand information on the effects of your communication People search for information not only on strategies, brands and products. This helps the sites of classic media companies, but you not only to avert possible damage but also on companies’ sites, in social also to optimise your communication and networks, online communities, product development accordingly. discussion boards, and blogs. Moreover, more and more internet users Nik Stucky, Global Practice turn from passive information seekers to Leader Brand Valuation active information senders – discussing, Interbrand recommending, and pulling to pieces brands, products, people, events, and “Brands accompany us day-to-day activities. Consumer generated online at every step and turn. NETBREEZE’s content is gaining in importance Brand Image Monitoring allows us continuously: to create and manage brand value According to the results of a current by quickly identifying a brand’s study by Forrester, nearly 60% of current image, comparing it with consumers trust online product the one of its competitors and also ratings and reviews, but only 28% keeping an eye on topics that may trust emails from a company. possibly influence it.” In Germany, the 2008 ROPO-study However, although 75% of companies by Google reveals that 84% of the regard webmonitoring as important or very responding people purchased a important, only 40% have already installed product offline after having done some kind of it. And less than 20% of all some research on it in the internet. companies use technology-based monitorings to make the huge amount of unstructured web data valuable for their business questions. Netbreeze GmbH | Fon: +41 44 824 32 70 | sales@netbreeze.ch | www.netbreeze.ch | 20.3.2009 | Page 1 of 3 NETBREEZE’s Market Research Tools Who are the opinion leaders in the for communication controlling. discussion? With its market research tools What is your brand´s or organisation’s NETBREEZE allows you to control and image in the internet? adjust your communication strategies What are specific issues being effectively by not only automatically discussed around your brand or structuring all kind of available web data organisation in the internet by but also by providing easy and consumers as well as news media? comfortable access to and analysis of this information. How do online and offline marketing campaigns or advertising activities Product Launch Image resonate with consumers? Controlling Monitoring Customer AdMonitor Feedback Brand Image What are the issues being discussed Monitoring Marketing around your marketing, advertising or Controlling PR Control PR activities on the internet? In answering these questions NETBREEZE With its seven tools NETBREEZE covers gives you valuable insights into the the full spectrum of possibilities for outcomes of your communication efforts. controlling your communication efforts in These insights will guide you in improving the internet supporting you in a very and adjusting your communication strategy early stage of your communication as according to the current needs expressed well as in later ones. by the market. Main benefits of NETBREEZE’s Market Research Tools for your How do the NETBREEZE Market business. Research Tools operate? NETBREEZE’s Market Research Tools Depending on the chosen Market Research enable you to effectively integrate Tool, our experienced consultants select consumer generated content and relevant data sources such as online news, public opinion in your marketing, blogs and forums, special and professional brand or image campaigns. websites as well as internal databases. The exact selection of sources strongly depends They help you understand influential on your research question and is fully individuals, groups and publishers in customised. your market. Learn how consumers are thinking Sources about your product, brand or organisation and gauge the Mailing Online effectiveness of your initiatives. Lists News GOV Increase consumer satisfaction by Sites EDU Sites taking appropriate actions. Traditional media ORG Identify important topics in the Company Sites Sites Internal discussion and receive an alert when database Web- there are critical changes. logs Online Forums Media Chats Questions answered by NETBREEZE Market Research Tools. News- groups Video NETBREEZE tools provide answers on comments common market research questions such as: What is the buzz around your Additionally, your company defines the product, service, brand or languages and countries for searching and organisation in the internet? analysing documents.