Search listening and social listening complementarity for greater efficiency

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Search and social listening are often pitted against each other. However, when they are brought together, they offer brands a complete vision of consumers' needs and desires, as well as market trends. Matthieu Danielou, co-founder and CEO of Trajaan, enlightens us on the complementarity of these two tools.

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That's not all, such a tool makes it possible to identify competitive trends. Useful for understanding how other market players work. Some features also help predict revenue growth and improve the visibility of your pipeline.  




Knowing the desires and needs of each consumer is an ambition shared by many brands. At first glance, getting your hands on this information seems quite complex: you have to question all customers and prospects, dig into the twists and turns of the web to obtain their real opinions, aggregate all the data collected..

This is where social comes in. listening and seach listening. The first allows you to follow what your defenders and detractors say on social media, while the second offers the possibility of monitoring what buyers are looking for on search engines.

Two different practices, frequently opposed, but which, when combined, offer a 360-degree view of consumers and their purchasing journey. To understand why combining the power of these two tools is a major asset for brands, Siècle Digital met Matthieu Danielou, co-founder and CEO of Trajaan.