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Marketing is conversation

Marketing communications (talking) and market research (listening) are typically separate functions in an organisation. This always made sense. The skills required are very different, but it’s a structure built for an analogue age and
it needs to evolve.

Some organisations are evolving faster than others. They recognise that engaging their
best customers in two-way dialogue, bringing talking and listening together, gives significant advantage. Social channels are one part of this conversation, insight communities are another.

In an insight community, hundreds or thousands of customers are invited by the brand to join. They take part in two or three activities each month to provide insight into their needs, help co-create new products and services
or improve brand communications.

Read more on Marketing Week