The power of sentiment
By IMA on Jan 10, 2020
The third in our series exploring the subject of emotional marketing delves into the advancements and value of sentiment analysis.
We now live firmly in the age of big data and machine learning. Significant advancements have been made in the ability of artificial intelligence (AI) systems to recognise and analyse human emotion and sentiment. Evolving deep learning capabilities combined with natural language processing and social listening has allowed brands to truly understand the meaning behind the message. As a result, marketing efforts have been enhanced with the emergence of sentiment analysis.
Sentiment analysis – otherwise known as opinion mining – is a powerful tool in any marketer’s hands. In essence, it is the process of determining the emotional tone behind what people write in online comments. Affording a fuller understanding of the attitudes, opinions and reactions expressed.
“What’s the most effective emotion you want to leave people with? Largely this will be a sense of positivity. But positivity isn’t the same as happy. A smile has many different meanings. It can be relief, empathy or satisfaction. You have to understand the elements of a positive reaction, not just assume it’s a happy sugar rush.”
Peter Haslett, Head of Client Development at Realeyes
Be real in real-time.
Today’s advanced sentiment analysis tools can break down roughly any written message and determine its emotion in real-time. As a result, brands are able to quickly learn the feelings, emotional recognition and sentiments behind the audience’s messages and respond appropriately. Adding depth to social media performance monitoring, it offers the opportunity to understand not only the content, but also the context of what people are saying online.
The brand benefits of sentiment analysis.
Tracking brand perception. Sentiment analysis can monitor a brand’s reputation across social media. By gauging users’ opinions about a business, product or service, you can understand what steps need to be taken to enhance an image or reputation.
Adding depth to performance analysis. Sometimes, raw KPI values don’t or won’t tell the whole story. Sentiment analysis adds context to performance and helps understand why certain trends, such as spikes in engagement or follower growth, are happening.
Gaining competitive insights. Sentiment analysis is great for measuring feelings, emotions and uncovering users’ opinions about competitors too. This can help make better tactical decisions and get ahead of the game.
Improving relationships with the audience. Knowing how audiences feel about a business or brand is important to building lasting customer relationships. It allows tailored content and community management strategies, ensuring messaging resonates properly.
Spotting and preventing potential crises. Monitoring the emotions expressed by an audience can act as a crisis detector. By identifying an influx of negatively toned messages early on, brands can spot the trouble brewing and take measures to stop it before it spreads.
The Takeaway: never miss a mention.
Sentiment analysis adds a whole new dimension to the performance insights of a brand. It allows you to track sentiment across social channels, read emotions and measure attention. Offering valuable ways to transform emotionally charged energy into action, and bridging the gap between brand and results, marketers are better able to strategise and plan for the future.