Improving marketing activities based on customer experience by means of social listening

Consumer experience research coupled with the power of digital tools can have a significant impact on marketing effectiveness. The results of the qualitative research presented in this paper show, however, that its possibilities are only marginally used in applied marketing, and knowledge about it is fragmented. The study of a sample of 30 companies has been aimed at the identification of areas where Social Listening can be used in marketing. Using this approach, the author has explored Social Listening not only as an analytical method, but also in its relation with managerial decisions. The results of the research can help to overcome some of the problems related to the lack of a systematic representation of the possibilities of this tool and is intended to improve some tools of modern marketing related to Social Listening.