SOURCE: Visible Technologies

Visible Technologies

December 10, 2013 12:00 ET

Visible Technologies Predicts Social Intelligence Will Enter Mainstream Marketing Processes and Become Key Driver of Big Data Decision Making in 2014

Leading Social Analytics Provider Anticipates Heightened Global Awareness of Social Intelligence on the Heels of LinkedIn, Twitter, Facebook IPOs

BELLEVUE, WA--(Marketwired - Dec 10, 2013) - Visible Technologies, the industry leader in social analytics and engagement for enterprise marketers and agencies, today announced its top five predictions for social media and social intelligence in 2014. Based on the company's experience working with Fortune 500 companies, and insights from IT industry thought leaders and analysts, Visible expects to see even more widespread acceptance of social intelligence woven into everyday marketing responsibilities. With 85 percent of brand marketers acknowledging that social media is critical to their marketing strategies, as reported by Gleanster, brands are beginning to capitalize on the value social intelligence provides. Visible believes these changes will drive a disruptive shift for marketers in the coming year.

In 2014, Visible predicts the following trends:

1. As Big Data continues to grow, marketers will serve as change agents and lead the transformation towards "precise data". With over 400 million tweets per day available to brands, marketers will discover how to hone in on smaller pieces of relevant data rather than being overwhelmed by the immense amount of available social media content. They will look to extract granular insight from big data. These insights within Big Data will help marketers make the necessary decisions faster and focus on the "last mile engagement" with consumers. The ability to analyze and interpret data will be more important than the amount of big data. 

2. Social data/intelligence will receive the respect it deserves as it fully enters mainstream marketing and business operations. Rather than analyze online and offline data in a silo, companies will begin to integrate social with traditional data sources to create a holistic picture of their customers. Earlier this year, Dimensional Research reported that about 75 percent of respondents of their survey shared both bad and good customer services experiences via social media. With this high percentage of data available, marketers will discover the value of combining a mix of traditional consumer data with real-time social data. Companies will use these holistic views to better predict customer behavior and understand the "buyer's journey" in real-time versus waiting months for potentially outdated feedback from conventional research and surveys.

3. Private data will play an increasing role in social intelligence. Brands on Twitter and other social channels have already started their journey towards direct dialogues with consumers, but will greatly increase the use of these environments for the purpose of one-to-many (public) and one-to-one (private) communication. Recently, Twitter announced its direct messaging (DM) capabilities enabling companies to engage in private conversations with customers within their platform, narrowing in on conversations with particular individuals. In the coming years, marketers will have a greater need to merge private data with social data for a more complete customer picture, making integrated and 1:1 targeting the norm for consumers and brands.

4. Marketing will inherit the responsibility of managing more customer communication and support as these interactions increasingly take place over social channels. As social media becomes more integrated across business functions, marketing will become the focal point of communication in all channels (including social). Marketers will be under pressure to understand the systems, tools and metrics, and to rapidly assess data to make smart and quick decisions. This new responsibility will lead them to best-of-breed solutions for marketing/sales communications as packaged CRM suites are unable to deliver. In 2014, we will see customer service become a multi-channel bi-directional operation, presenting messages and offerings, and responding to questions, complaints and other forms of feedback. With these two departments evolving, the mesh of customer service and marketing will be similar to how sales and marketing have historically been intertwined.

5. International growth of social media analysis and engagement will greatly accelerate and become the norm in developing markets, where consumers are mobile savvy and use crowdsourcing for recommendations on social channels. According to leading analyst firm, Gartner, global business intelligence (BI) software, including social, is expected to reach over $17 billion by 2016, nearly $4 billion more than expected by the end of 2013. As the market grows, marketers will tap into the rich resource of social intelligence to understand global brand perceptions. Marketers will rely more on social to compare regional and country behavioral preferences, attitudes and differences. Social intelligence will inevitably become the go-to, quick, robust outlet for assessing these global markets via geo-location of social data.

"2013 has been a monumental year for social media, with LinkedIn, Facebook and Twitter now all public, and 2014 will be the year social data transforms mainstream marketing and business operations in a very big way," said Richard Pasewark, CEO of Visible Technologies. "Social media will come full circle as marketing takes over more of the responsibilities of managing interactive and dynamic customer communication over social channels -- including sales, marketing, support and customer service initiatives. Globally, marketers will come to understand the value of social as a quick way to gauge their brands perception at any given moment in time."

About Visible Technologies
Visible Technologies® is the industry leader in advanced social intelligence and engagement for innovative enterprises and agencies around the globe. Since its inception in 2005, Visible's patented platform -- Visible Intelligence® -- and Insights Services methodology have enabled marketing professionals and business leaders at Fortune 1000 companies to transform their social media programs. The combination of leading technology and services provides real-time consumer insights that impact business decisions and drive tangible results and ROI. Learn more about Visible at

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