As conversations about brands and companies online becomes more widespread, marketers are looking at newer ways to track and understand these conversations. New data from OgilvyOne China shows that 42% of consumers have their own blogs with the bulk of these people (73%) likely to share their opinions to their peers. To tap into this escalating trend, OgilvyOne China has rolled out its internet word-of-mouth monitoring tool, OBuzz, which aims to help marketers monitor, measure and ultimately influence online consumer discussions. Garrett Michaels, associate director of business intelligence at OgilvyOne,
said the era of social networking had irrevocably changed the digital landscape and how marketers can interact with their customers.
"There are conversations going on that marketers may not even know about," he said.
Obuzz has the ability to track and measure a range of online conversations about products, services, competing brands and even the tone of these online conversations.
Michaels said an important part of the system is its ability to identify the key influencers of the online conversations.
"We can then co-opt these influencers and make them brand evangelists," he added.
He said already clients including adidas and GSK were using the tracking system.
Chris Reitermann, president of Ogilvy & Mather Group Shanghai and president of OgilvyOne China, said the Obuzz was partially born out of its newly launched Digital Lab (pictured), a showroom that displays digital innovations for its clients.
OgilvyOne's launch follows Monday's launch of SinoTech Group's online reputation monitor, SinoReputation.
Mathew McDougall, chairman & CEO of SinoTech Group, said the old ways of doing online sentiment monitoring need to fundamentally be changed.
He added that SinoTech's platform will integrate search, blogging and other behaviors online to garner this online sentiment.
"Today, there are millions of the consumers online; talking about your brands, and expressing their opinions on your products and services without any constraints. It's critical for brands to listen and learn about what is being said."
(Source: Marketing Interactive
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