‘Marketers: Track emotions, not just numbers’ – Marketing Land
John Donnelly says, “What’s more important to marketers: Knowing what their audience is talking about or knowing what their audience thinks about what they’re talking about? The short answer is both. The useful answer is a little more complicated.
When brands analyze social media data, the first step is often to look at the volume of conversation about a topic. Volume is a great way to get started; it’s often the best way to notice and track new or changing conversations relevant to your brand.
Expanding your analysis, though, can lead to insights that are a lot more fruitful. People don’t make buying choices based on how many of their friends mention a brand; they make them based on what their friends say when they mention those brands.
When marketers make choices about their branding strategy, they need to understand the key motivators behind consumers’ buying decisions. This means looking at the underlying emotions and sentiments people express when they talk about brands, products or trends.
Looking at whether consumers express positive or negative feelings on social media is a great way to start. Supporting that sentiment analysis with more data points can lead to even deeper insights”.
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