Social media has played a central role in marketing for a number of years but never before has its use been so prolific and consumers relied on it so much as an outlet for their opinions. For marketers, it is only really now that they have been given the technological capability to monitor this sentiment effectively to provide a true representation of consumer opinion.

The debate around whether marketers should have a real time grasp of consumer opinion and react to this immediately, or whether this distracts them from the real long term goal and direction of the brand, has now become a vital part of a marketer’s strategic planning. In order for marketers to conduct their job effectively and understand what consumers are truly thinking they must have a firm grasp of real time attitude. The very fact that consumer taste is transitory means that we have to create campaigns that will work in a climate of flux.

In a world where push messaging alone no longer works effectively for us to create successful and seamless communications with the consumer, brands have to tap into social communities and co-create ideas and propositions in real time. It is a brands’ duty to comprehend current and changing consumer attitudes, their desires, dislikes, what they’re talking to their peers about now and what they are likely to say next. To forge true connections with consumers, marketers should be able to understand a consumer emotionally as well as commercially and react to this quickly.

In a market of instant gratification where one person can make their voice heard by millions across the globe instantly, marketers have a far more difficult job on their hands. Brands have to continue to constantly stay fresh, move forward and set trends to attract a following. However, they must also now understand the voice of the consumer and their competition as it happens, because in the frenetic world we inhabit, minutes or even seconds can change everything.

Whether you believe it detracts from the real journey of a brand, there is no denying that having a constant understanding of consumers’ sentiment, whether you react on it or not, is vital in the frenzied and unpredictable world we live in, especially when enticing new customers and driving sales has never been so important for brands.