Gianni Cooreman is Digital Research Manager at InSites Consulting.

What’s the new ‘buzz word’ in your domain? What does it mean and what do we do with it?
I personally think that digital marketing already is a ‘buzz word’. Technology and digital marketing is evolving so rapidly these days that it becomes very hard to keep up with all the trends as a marketer or market researcher.

The Internet is definitely becoming more and more “real-time” thanks to the rise of online micro-blogging services like Twitter for instance. Perhaps we can call it web 0.0 (just kidding) because the latest news is available online 0.0 seconds after the facts (e.g. the death of Michael Jackson). I think marketers should explore micro-blogging services (and social media in general) for 2 reasons: (1) to be aware of what is told about their brand on these platforms and (2) to use it as an additional communication channel to interact with their user base.
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