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Cornell Student Articles on Topical Affairs

Brand Monitoring Technology Improves Business to Customer Understanding

It is no secret that modern businesses are navigating a take on business operations that is more tech-driven than ever before. Of course, this was always inevitable. The modern world has been steadily becoming more and more focused on the digitalisations and technologies that are slowly but surely evolving into mainstream contributors to the way the world continues to move. In the landscape of business, that means embracing digitalisation and technological advancement in exciting and fresh ways that effectively culminate to create an even more thrilling take on modern business. The nature of business is that it is centred around making the human experience and life as we know it easier or otherwise better in some way. For businesses, that means making the processes and systems that businesses function and thrive around more capable and reliable. Let us consider brand tracking, for instance. Brand tracking is one of the most fruitful ways for businesses to take the control into their own hands and work with it to gain valuable – even priceless – insight.

These days, the businesses that operate and thrive within modern society are the very same businesses that are finding their way through a modern world that is in a state of near-constant evolution. Today, businesses want to be as aligned and connected with their consumers – both existing and prospective – than ever. So, it makes perfect sense that brand monitoring technologies are all the rage for modern businesses across varying industries. Of course, there are other ways for businesses to feel connected to their consumers, but brand monitoring technologies literally allow businesses to have all the control and all the power, in real time. That is a luxury that, at the end of the day, is more special than anything else. There is a much stronger emphasis on giving businesses the power, and brand tracking technologies not only allow that power to burst forth, but they active work in ensuring that power continues to unfold.

Take social media, for instance. The very nature of social media is that it is a monitoring platform. This gives businesses the opportunity to literally and theoretically monitor their consumers through giving them a real time, two-way connection to consumers that allows them to reach out to consumers, and consumers to reach out to them. There is a distinct power in that two-way stream of communication that simultaneously allows businesses to track their brand while giving consumers a way to feel like they are also connected, like they are a part of the brand and not just an active third party with an interest in the brand from an outsider’s perspective. Social media is one of the most powerful brand tracking technologies. This is especially true given that social media platforms like Instagram have tangible ways to measure brand tracking and consumer outreach and subsequent engagement.

Another great brand monitoring technology is the website of a business. While we are so used to seeing websites all the time these days, they are still incredibly powerful brand tracking technologies. Every website has a live stream of data running off the back of it that monitors how many times a page has been visited, how many times a link has been clicked, how many times someone somewhere in the world is browsing the site, etc. All this data can be collected to create a real-time insight into how the brand in question is tracking and how it is going to continue tracking heading into the near future and beyond. The best part of a website is that all this brand tracking information can be passively obtained always, because most of the coding is automated. This means that there is less required time to sink into this element of brand tracking and more available time to spend on other elements of the business. No business stays successful if it does not have a handle on its consumers – that is the entire aim and the whole point of brand tracking technologies.

Modern businesses exist in a world that, even now, continues to become more and more focused on digitalisation and technological advancement all the time. This is the way it all works, the way it all comes together in this ever-shifting modern world. In the modern landscape of business, one of the most revolutionary movements changing how companies operate from the inside out are the brand monitoring technologies that businesses across various industries are bringing to the helm and utilising. Brand monitoring technologies like social media and the standard website might seem simple, but these are the brand monitoring technologies that have the most impact because of their direct correlation to the client bases of any business that utilises either social media or website development. Moving forward, brand monitoring technologies are only going to continue to prove their powerful value.

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