Every industry it seems is going ‘forensic’.
There are forensic medics, forensic lawyers, forensic accountants, forensic economists, forensic engineers and last but not least… forensic marketing. In the wiki descriptions of all the above, there is an an immediate sense of an almost alien brain’s effort required, some incomprehensible intelligence required to decipher and prophet – the Mulder and Scully’s.
In Marketing? In Digital? With so much data available for measurement, evaluation, research and insight, available at a click of a Google button to all of us. Perhaps the time has come for a re-definition. A question is though: should it still remain a dissection of case study material, mathematical analysis of human behavior and drawing of proven equations of social patterns, producing long reports and filling databases or perhaps, better, should it encompass what web 2.0 is all about?
People. Web 2.0 is about people. People talking, people calling, people tagging, people chatting, viewing, recommending, liking, digging, tweeting, poking and every/any other form of a blend between the cyber-human interaction.
Hence a thought towards the re-definition and taking forensic marketing to a new level of forensic as personal, forensic as identifying the reason for a behaviour, a habit and the trigger.
The emerging field of forensic marketing is defined as dealing with individual people, their personal habits, their social patterns, digital prints and cyber paths. But it is in danger of over-complicating things; all we need to do is listen.