Attensity Goes on a Social Offensive
March 3, 2011
Remember the pigeons from Psych 101.
Beginning with the discoveries made by Pavlov and his dogs to the direct application of the science by Ogilvy and his Madison Ave. minions, psychology has long played a part in shaping us as consumers.
Now it seems the growing worldwide embrace of Social media has altered one more aspect of our lives, how we are marketed to, or to phrase it more accurately, how we have begun to market ourselves.
Attensity’s “Customer Segmentation for the Social Media Age“, (which the Attensity writer admits was inspired by a series of tweets) delves into the new media ramifications on conventional segmentation practices.
Attensity explains that before the technological advances made over the last three decades, gathering the information necessary to construct effective marketing campaigns consumed both substantial amounts of time and capital. Despite these costs,
” … Segmentation was the best attempt that we as marketers had to give our customers what they needed, …”
What has changed?
The buyer’s willingness, nay their seeming compulsion to share every fleeting thought and scrap of personal information about themselves to anyone clever enough to operate one of the many devices that link us to the web. The new breed of admen now, instead of sorting through pounds of trial results and customer surveys, can as Attensity states:
” … scour the social web to find mentions of our brands, our competitors’ brands and product categories.”
An interesting read and something to think about the next time you feel the urge to “friend” your laundry detergent.
In a related post on the Parisian consulting and technology firm Capgemini’s site, Senior Consultant Jude Umeh discusses the melding of social media surveillance with the review, application and management of the collected data. His perspective is informed by the hands on experience he received at a partner training session organized by Attensity.
Attensity is collaborating with Pega, a firm offering business process management and customer relationship management software. BPM and CRM are factors in the new math of modern marketing, Attensity seems to have discovered the formula that will position the collective at the head of pack.
Layering their respective technologies, the group appears poised to revolutionize the way information is gleaned from new media. Can Attensity pull off a home run with every search and content processing vendor “discovering” these market sectors? We do not know.
Michael Cory, March 3, 2011
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