CARTOUCHAN

Cartouchan has been established to exploit the exponential trend in social media by providing a platform whereby businesses can proactively monitor and respond to the opportunities or threats to their reputation, brand and products. The platform will provide businesses with the deep analytics to make informed marketing and business decisions to exploit their competitive advantage. The rapid rise in the use and impact of social media by consumers, businesses and government has resulted in a... n extraordinary generation of content across many forms of new media. As such, there is no regulation on the type of content being produced, in what form it's being produced and who generates it. As a consequence, businesses have very little control on what content is being disseminated about their organisation and its brand. Currently, businesses undertake marketing campaigns and brand awareness activities to build customer loyalty. Through the use of customer surveys, they seek to generate feedback on the success of these strategies. The problem with this existing approach is that this doesn't reflect the way consumers are engaging. They are engaging with their colleagues, associates and friends more frequently and honestly through social media channels. It is also a reactionary method in so much that business is acting on feedback from consumers after they have executed their marketing campaigns and strategies.