It is essential to build a solid brand reputation. Now days customers are more trusting of experiences that other customers share in digital like on social media, blogs, or discussion boards rather than traditional advertising messages.
Now days insurance industry has presence in digital like Twitter, Facebook, Instagram, Ecommerce Website and introduce their products like travel insurance, personal accident insurance, car/motor insurance. In fact, insurance could discover potential customers and features of interest from their products by doing market research from conversation in Social Networking Site (SNS).
Automotive industry is using digital marketing to attract potential customer to buy new car and attract car owner to do periodic service at official dealer / service station rather than third party shop. Interest of potential customers to buy new car and interest of car owners to do periodic service could be discovered from conversation in Social Networking Site (SNS).
These use cases of insurance and automotive industry will be useful to consider business value for other industries like Retail, Consumer goods, and Healthcare.
There is technology innovation to listen customers voice in digital, called social listening. Social Listening can collect conversation data from various SNS, do linguistic processing, and present various analysis like sentiment analysis, trend analysis, demography, etc.

Key Takeaways

• Customers are more trusting of experiences that other customers share in digital, therefore listening customer voice in digital is important for marketing.
• Social Listening can be utilized not only for managing brand reputation, but even for research about brands/ products/ services to attract new customer.