Executive Summary (This is a document excerpt)

Listening platforms are hot and marketers are keen to use consumer conversations to inform marketing and business strategy. But as more marketing teams adopt listening platforms, the question that comes up most often is: How much will these tools cost? Marketers must expect listening budgets to vary based on the level and complexity of listening. They will also include monthly tool fees, project and reporting fees, and, most important, internal expenses for budgeting time and resources to the listening goals.

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