Today companies with IC methodologies and systems (or Active Intelligence) can identify, in real time, market opportunities that are not being served by the competition, through the monitoring and analysis of Internet 2.0.
Many claim that CI derives from Marketing. Although this statement is not entirely complete, (since CI is much more complex and covers other aspects in addition to Marketing), it has a lot of truth. The need to compete successfully by leading markets has led many Marketing departments to demand information services based on Competitive Intelligence methodologies.
Therefore, if conventional Marketing is evolving towards the Web, obviously the analysis methodologies based on Competitive Intelligence should be extended towards CI 2.0. Online Marketing actions are becoming an essential part of the promotion and communication strategy of brands, so with more than 350 million users and an annual expansion of 80%, social networks become online media most popular (Nielsen), with a very important offer of information for Intelligence Systems.
Top of the 10 countries with the largest facebook users.
And it is here, in Web 2.0, where the user is the one who holds the power, who pushes to personalize the messages according to their tastes and creates networks (segments) with those who share their interests, thus establishing important possibilities for Marketing but also for CI tools that allow companies in real time to be measuring the strategies of the competition and the climate of the different market segments.
The revolution of Social Networks today has turned the Internet into one of the most important platforms for the encounter between people (the market) and companies (competitors - partners - complementors) both to communicate and to share. This virtual enclave becomes the best breeding ground that Competitive Intelligence has ever had, following the basic principle of first listening to fans, investigating them, analyzing them, getting to know them, and then finally satisfying them by generating the highest value in the market.
About half of the users of social networks have used them to search for information on a brand. And since the opinions of friends and acquaintances have a greater effect than that of any promotion, the best positioned brands that best tune in with their audience on social networks will have more possibilities of notoriety of their brand and even increase the purchase intention of your potential customers. Therefore, an Alert or Active Listening System for virtual dialogue, discounts, demonstrations of support for the brand, calls for events, raffles, etc., are key movements for business strategy in real time.
