Consumers, before making buying decisions today, are interested in knowing what are existing consumers saying about the brand and the products. This interaction between existing consumers and potential buyers has added a new dimension to how marketers interact with their target audience. Social listening is a powerful research tool capable of generating actionable insights in time to seize opportunities and customize the product as per customers’ requirements. While both the technology and the idea for social listening have been a buzz everywhere, most brands are still trying to probe what consumers are saying about them in real time. Social listening allows a brand to modify its marketing content based on customers’ needs and requirement. This Paper will analyze how Social Listening is emerging as a new Marketing radar.
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