We all ride on emotions and that is what drives the world. As advertisers, we know the importance of human emotions and user behaviour. Our campaigns and most of the work we do revolves around this very topic.
With emotions, come sentiments. We are only human so this is part and parcel of our daily lives. This personal emotion today is penetrating into the corporate world too. Companies and notable agencies are using audience sentiment to draft their marketing strategies and to run their campaigns.
Sentiment Analysis in digital marketing has become a major part of forming marketing strategies and planning from right at the start. Here, we discuss how sentiment analysis is changing digital marketing today.
What is Sentiment Analysis?
Sentiment Analysis is the process of analysing the audience’s reaction to a particular product or service. For example, the reaction after the release of a new line of soaps. Some people would love it and some people would not like it. They might write about it online. Understanding these dynamics and studying these behaviours is called as Sentiment Analysis.
Just imagine how effective your marketing would have been, if you had predicted their reactions much earlier.
Sentiment Analysis for businesses:
Today, social and digital mediums are the best ways to directly get in touch with your audience. They provide the right platform for interactions to take place. Brands must maintain their online reputation as a lot rides on this.
With sentiment analysis, branding and promotion becomes easy. Every marketer must listen to what their users are saying about them.
How does sentiment analysis work in digital marketing?
A lot of us have seen comments on different social platforms. What do these mean? For example, a user might have left a smiley emoticon in the comments section. Here, is the user really happy about it or has just left a sarcastic note? What is the emoji representing here?
Today, with the advancements in technology we have access to some tools that let us know if the user reaction is positive, negative or neutral. The set of tools and the algorithm can identify emotions from text, images, videos, etc. This process is also known as social media listening.
Once you get to know the reactions of your audience, you can tweak your future campaigns accordingly. Here’s a breakdown of the role of sentiment analysis in digital marketing.
1. Sentiment Analysis and SEO:
It is no news that SEO is a crucial part of digital marketing and the one that drives its success. If SEO is properly done and strong, traffic will automatically flow into the websites. Sentiment analysis has already made its way here too. They have started to affect the ways in which websites rank today. Did you know Bing introduced sentiment analysis algorithm in its system in 2018? Google too has done it.
This will change the way backlinks are comprehended by the search engines. Unsatisfied clients often leave negative comments. This can affect the ranking of your website if the backlinks are authentic. They will decrease your SEO ranking or score.
2. Sentiment analysis and creative content:
Content is treasure. It weaves all your marketing efforts, SEO & digital marketing together to produce inspiring campaigns and converting leads.
Content needs to support all kinds of SEO activities to reap the benefits. The content should be authentic, plagiarism-free, have an emotional connect with the user, informative and give the best user experience. This will help in increased customer satisfaction and in turn reflect as positive reviews and feedback for the brand. This will directly help SEO too.
3. Sentiment analysis and customer service:
We cannot stress the importance of customer service. Your brand’s ORM or Online Reputation Management must be done on a regular basis.
Sentiment analysis in digital marketing helps brands and marketers to quickly get the pulse of the audience and change their tactics almost instantly. You can not only see what they are telling about you and how are they reacting to you but also understand what they are looking for from your brand, aiding in your market research.
The different types of sentiment analysis:
Now that you have an idea of why sentiment analysis is important for digital marketing, let’s look at how it works for any business.
Emotion detection: This uses software to analyze the emotions mainly from texts. Combining the vocabulary used, language and text type, machine learning gives out the results.
Intent analysis: This uses machine learning to understand the intent of the customer. This helps to streamline the customer workflow.
Aspect based analysis: This is used for when you want to understand the user behaviour for a particular product or service. This type of sentiment analysis is deeper than the rest.
Fine-grained analysis: This is used to specifically focus on positive or negative reactions. This may also be subdivided into options like very negative, negative, positive and neutral.
Tools for sentiment analysis:
There are different tools available for sentiment analysis in digital marketing which are widely used by marketers. Some of the most common ones are:
- Talkwalker’s Quick Search
- Hi-Tech BPO
- Sentiment Analyzer
- Social Searcher
- Social Mention
- Hootsuite Insights
- Tweet Sentiment Visualization
These can give you the right insights and provide you with valuable information with respect to your clients & customers. Need help in reaching out to your customers better? Talk to our marketing experts today to see how we can help you with the best digital marketing practices! Happy marketing!