Market Influence Analytics in a Digital Ecosystem

Abstract

The internet provides opportunities for marketing which extend from the micro level of electronic contacts to the macro level of new business opportunities. As the democratisation of consumer expression leads to a viral proliferation of information online, the new age communication ecosystem has prompted the need for a careful evaluation of the potential of what is being called Consumer Generated internet content, creating new challenges for Marketing Intelligence. These offerings of the Information age have garnered adequate potential to engineer business transformations. Consumer Generated Media (CGM) comprises the content generated by consumers within online venues such as Internet forums, Blogs, Wikis, discussion lists, etc. Leveraging CGM and channelizing it appropriately has become critical for organisations for understanding and managing market performance, product positioning, and driving brand reputations. The biggest challenge in front of organizations now is to harvest CGM to help marketers gain insight into the online market conversations taking place. Efforts are on by marketing in organizations to track the volume, origin, flow, and trajectory of the conversations in real time as they evolve, study the domain of Individual Internet Worth and map the scope, reach and influence of the same on topics that might have a positive or negative impact on a company’s products, promotions, and reputation.