One of the premises of business strategy is adaptation to its environment, identifying and recognizing opportunities and threats. Consequently, when the new marketing and the market are evolving towards new 2.0 formulas with communication platforms and meeting points between supply and demand, the competitive strategy of organizations has to incorporate methodologies that maintain their ability to adjust and anticipate the new one. economy of people. Specifically I am talking about Active Intelligence.
Through this definition, I do not intend more than to convey the growing need for companies to have knowledge of the environment in real time to translate it into innovative decision-making. The market cycles are vertiginous, convulsive stages expire quickly, making increasingly inevitable application of Competitive Intelligence methodologies to identify early signs of business strategies of increasing competition in the Web 2.0.
Currently, users of social networks (potential segments) manifest the progressive need for connection to know what is happening and what is relevant to their relationship environment, so it is unlikely for any company to develop a superior performance than the competition if at least their Marketing 2.0 strategies don't stay on the organization's alert radar. In fact, it has been shown that companies that implement Competitive Intelligence practices are those that are trying to be more innovative.
The Active Intelligence or IC 2.0 is the result of the very strong development that is experiencing connectivity in the Internet environment. This forces the traditional CI model to evolve towards an active model contrasted against the meeting points between brands and users. As they pointed out yesterday at the Baluarte de Navarra Internet Meeting, consumers are now digital, so the strategy of brands in this virtual environment where more than 80% of users trust the recommendations of friends (“You buy from people you like ”), they have to be bidirectional, personalized and innovative. Consumers say: "In tweets we trust" Reuters published last week mentioning that brands with an active presence on Twitter increase user trust.
The leading role of the consumer coupled with a lower margin of error derived from very short life cycles requires that companies necessarily be more efficient and competitive, thus being critical an appropriate approach towards the current market. Today demand is created through social networks, companies segment based on the person (no longer based on content as it was traditionally done) with very tight and mostly accurate messages, so our company should not be left out of all this information from your competitive environment. It is not known if we are in the presence of a fashion, a trend or a revolution in social networks, but the truth is that the business cost of doing nothing will surely be much higher than doing something, no matter how little.
Technology 2.0 should not only be understood as the new way of doing Marketing but as a new information platform that gives access to know not only how competitors adapt their product or service, how they present it, how and what attributes they communicate, etc. but also to understand the demand, what the market thinks, what it values, what it comments,… in short, the social phenomenon of Web 2.0 opens the doors to another business phenomenon, Active Intelligence.
