While traditional marketing is still important to communicating your brand, engaging with the voice of the customer is becoming more important than ever. When a customer searches for your brand, they won't be searching for what you say about your brand – they'll be searching for what other customers like them think about your brand. When someone shares something on social, it's there for the whole world to see – and customers today increasingly focus on peer reviews over marketing material.
For savvy brands that want to reach customers at the point of influence, social marketing is the new mandate. Furthermore, social listening plays a critical role in bridging the gap between your digital campaigns and the conversations they spark.