CHAPTER7

Listening and Discovery

Build your Community Strategy with Insight from your Audience, Brand, and Category

Chapter 6 gave you a strong foundational knowledge of the ABCs assessment: Audience, Brand, and Category. By now, you know what each topic is, why it matters and how to apply that information to your specific business. That said, digital marketers are not magicians (although the good ones seem to be!), so you may be asking how you’re supposed to know what you really need to know for success with the ABCs.

In the last chapter, we talked a lot about the importance of understanding your audience. But, understanding your audience will get you nowhere if you lack a clear understanding of how your audience feels about your brand’s products ...

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