New Nielsen tools help marketers manage brand

Do you know how your brand is faring online? If not, a new set of tools from Nielsen Online could change that. The Digital Strategic Services Group of tools helps marketers manage their reputations in online environment.

by Kristina Knight

The platform helps businesses grow brand advocacy and better engage with social aspects of the Web like consumer-generated blogs, vlogs and message boards.

Marketers can analyze how their brand is faring and make changes to campaigns or stop unwarranted brand-based attacks. These are especially important capabilities in today's social climate; by monitoring how brands are faring through social networks, blogs, message boards and product reviews marketers can defend themselves against attacks.

“CGM has moved into the C-suite, and executives and brand managers face an unprecedented range of choices, from how much to invest in digital marketing to how to leverage social media in public relations. We're able to educate clients and help them make the right choices to seize digital opportunities to connect with consumers and grow their brands,” said Pete Blackshaw, Nielsen Online Executive Vice President.

Marketers receive a "Brand Advocacy Quotient" which shows them who is talking and about which products as well as how the brand is holding up to the chatter surrounding the products offered. By knowing this, brands can capitalize on what consumers are saying. Conversely, if a brand is being attacked, marketers can learn how to respond to the threats.