There's a lot of noise out there, in blogs, forums, tweets et al. And clever companies are trying to find out who's saying what about them, their brand, current campaign, or whatever, so they can react and/or target their own communications effectively and in time. Just checking your own web metrics and click-through rates isn't enough, it's a small part of the whole picture.
There are companies and services now proliferating to help you cut through. Whether you call it CRM 2.0, or profiling, it's becoming very important. With email now near saturation point - the new DM, and more often deleted than read - isn't it time to figure out better ways of communicating? The tools and technologies are there, after all - as is the data. So, adding profiling makes sense.
But how about doing this yourself - starting at the best place - with your own clients? Extend your knowledge of their interests, preferences, focus and opinions. And create a dialogue. And put your brand in front of them 24/7, strengthening your position as trusted advisor and partner. And be the primary source of relevant news, opinion and commentary.
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