The enterprise world is now taking the Dickens’ way of connecting with the audience – where Dickens created those ‘sentimental characters’, the enterprise world leverages ‘customer sentiments’ in getting closer to the audience and in establishing the bond of trust with them. And that’s profoundly relevant in our days of Social Listening and Sentiment Analysis.
The McDonalds vs. Burger King Campaign war is a cue to know how positive ‘customer sentiments’ can translate into capturing hearts as well as minds of customers. With the marketer working to get closer to the audience, sentiment analysis is the means to understand attitudes, opinions, preferences, and tendencies of the target audience – use intelligence to bring more customers into the fold and achieve marketing effectiveness.
Sentiment analysis to Marketing Intelligence
Sentiment in the context of social media is an intelligence mine. On the surface, let’s turn to this customer opinion – ‘That’s a great price I got’ and which is about positive customer vibe for the brand. In contrast, there are negative vibes and neutral ones affecting a brand when a customer pours out his heart on the social space. Social listening and sentiment analysis equip marketers with intelligence to gauge perceptions, understand sentiment driving brands, and make the proactive move to engage customers in the right way at the right time
For brands, reading customer sentiments and opinions, knowing more about influencers across social media provide the much needed marketing intelligence to create relevant messages and promotions. Making the most of sentiment analysis is about seeking wisdom around customer-brand relationships, and seeking intelligence from various viewpoints.
- What do customers think about this product?
- What’s the customer reaction to the new product feature?
- Was this offer well received by customers?
- Which campaigns are more effective and why?
- When, and what campaigns?
- Is this new product a fit for this specific market?
- How customers perceive our brand in comparison with the competitor brand?
- Who are the top influencers?
Sentiment analysis powered by machine learning and NLP is then leveraged to analyze content across social platforms to unearth what customers think and feel about events, campaigns and offers. Based on the negative or positive sentiments generated by campaigns and content, marketers get equipped with intelligence to create personalized marketing programs, messages and offers – a step forward to achieve marketing effectiveness.
Intelligence to Marketing Effectiveness
For one, sentiment analysis can help identify brand advocates and influencers, amplify their voice to gain brand recognition among the target audience. Sentiments and influencers make up for a winning combination to rope in more leads, where brands use insights gleaned from social listening and sentiment analysis to create marketing campaigns that can accelerate the lead-to-customer cycle.
A brand wants to leverage social channel to improve conversions – And with social channel promising good lead-to-close rate, this brand used sentiment analysis to its advantage in terms of using machine learning and NLP to understand how customer sentiments impacted the brand and be proactive in rolling out personalized campaigns to increase conversions.
For an enterprise that wanted to accelerate pipeline growth, social media became one of the core components of the marketing strategy. What it did was to use sentiment analysis, leverage influencers and advocates to increase the flow of new leads which not only set the enterprise on road to accelerate pipeline growth but also leverage insightful marketing to turn those leads into customers and enhance marketing effectiveness.
When a leading micro-influencer marketing platform company set out to connect B2C brands with influencers, Saksoft helped the company gain a platform rich in sentiment analysis, predictive analytics and social media analytics, which turned inspirational in transforming B2C target rates and promoting better marketing ROI.