s conversations about brands and companies online become more widespread, marketers are looking at newer ways to track and understand these conversations. New data from OgilvyOne China shows that 42 per cent of consumers have their own blogs with the bulk of these people (73 per cent) are likely to share their opinions with their peers.

To tap into this escalating trend, OgilvyOne China has rolled out its internet word-of-mouth monitoring tool, OBuzz, which aims to help marketers monitor, measure and ultimately influence online consumer discussions. Garrett Michaels, associate director of business intelligence at OgilvyOne, said how the era of social networking had irrevocably changed the digital landscape and how marketers can interact with their customers. “There are conversations going on that marketers may not even know about,” he said. ... more