Year 2018: why among different market research tools is Social Media Monitoring still rarely used?
According to Antonio Filoni, Head of Digital Offering – Doxa, the Social Media Monitoring represents an innovative approach to understanding and using digital information for the generation of insights and the optimization of corporate decision-making
What does it mean for DOXA to participate in the Assirm Marketing Research Forum?
Doxa is one of the founders of Assirm and has always been committed to the growth and development of the market research industry, both in Italy and worldwide (through the WIN Group). Ever since Assirm developed this valuable sharing and networking opportunity for the market research sector, we believe it is very important for us to be there both as leading players (this year we will once again have a dedicated speech) and as observers. The world of market research is constantly evolving as a result of epoch-making changes, including the advent of digital and new, increasingly restrictive privacy protection regulations. We believe it is important for us, as one of the leading companies in the industry, to offer our contribution to all stakeholders – both clients and competitors.
This year’s central issue is the research as an opportunity for companies to grow in terms of business. What will your speech be about?
Investment in digital channels is growing dramatically – from ensuring a presence through official sources (increasingly advanced websites, apps, communities, social media pages, etc.) to the use of advertisement or market influencers. As a result, companies have an acute need to obtain information, benchmarks and useful insights to implement their strategies in an effective, efficient way. The digital tracks we are constantly leaving behind us are now so numerous and complex that market research can no longer just identifying them, it must also “cultivate” them, grow them, organize them and bring them to maturity. Doxa’s “digital green thumb” is reflected in a strategic vision where Social Media Monitoring techniques identify and connect the behaviors and opinions each individual shares to the end of nourishing a solid, branched-out knowledge base capable of bearing plentiful cognitive fruit. My speech will explain in a simple, practical way how an innovative approach to understanding and using digital information can bring a valuable contribution to the generation of insights and the optimization of corporate decision-making to drive business growth.
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