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Online Presence Out of Control? Listen Up in 2012

An online presence now spans more websites, social media platforms and online locations than ever before, both inside and outside an organisation's control, and 2011 featured many clear cases where brands were badly damaged.

2012 will be a year for 'listening post' and monitoring (including analytics) tools and their integration into business online communications, CRM, IT and management. Business will look for better ways to understand what customers will need, how they feel and what they are saying about the brand across many channels. When they engage with their customers, individual information will be available to assist with profiling and understanding each customer. Initially there will be  a proliferation of these tools as the software builders see opportunity. Late in 2012 leaders in this space will then emerge.

For more on our 2012 Web Predictions, a two-part blog post from Managing Director Sam Saltis, visit the Web Strategy blog here.