Marketers using new software to understand what you really want - New York News

Marketers using new software to understand what you really want

Updated:

By: Paul Nelson, KSL

Marketers are using new kinds of software to attempt to understand what their customers are really trying to say online, but some analysts say they shouldn't put too much weight behind what the software can do.

When it comes to expanding audiences through social media, many marketers go about it the wrong way.

“We go for quantity of followers other than quality of people connected to us,” said Shahar Boyayan with BuzzBooster Marketing Advisors.

Plus, when it comes to what people say online, Boyayan says business owners don't always understand what their customers want. This could be because posters aren't always completely honest about what they want.

“On social media, we create what we think is a desirable image to our followers and we start posting according to that image, which is not necessarily really happening or what we are really feeling,” Boyayan said.

She says the same thing happens in focus groups, where people say what they believe they're expected to say, not what they truly believe.

But software programs from companies like Poptip and BehaviorMatrix are trying to change that. The Wall Street Journal said these programs scan through tweets and other online messages, break down the literal definition of the words used, then determine the mood in which that item was posted. It's a process called sentiment analysis.

Boyayan says programs like this can be helpful, but business owners should not solely rely on them while planning their social media campaigns. Marketers can gain valuable information from these data-miners, especially if they can determine a person's online emotions.

“We need to understand that 85 percent of all purchasing decisions are made on a (subconscious) level first,” she said. “So marketers really need to be (targeting) the part of the brain where we hold our values and emotions.”

But she stresses that won't replace actual interaction with that customer - it's not enough for a business owner to just announce who they're trying to reach out to.

“Every time somebody really reaches out to me or I reach out to them, we will get better results,” Boyayan said.

She believes companies like GoPro are putting together effective social media campaigns that hit people on an emotional level.


Original Post

Copyright 2013 Deseret Digital Media, Inc.

  • Local NewsLocal NewsMore>>

  • Manhattan West Project

    Skyline of West Side is changing

    Skyline of West Side is changing

    Tuesday, July 22 2014 6:25 PM EDT2014-07-22 22:25:22 GMT
    The Manhattan West Project is a $4.5 billion development that will change the skyline on the West Side. The five-acre site that will consist of office towers, a residential building, retail, a 5-star hotel, health and fitness facilities, rooftop gardens, restaurants, cafes, and a park is being built on top of active rail yards. Fox 5 got a look at the progress of the project.
    The Manhattan West Project is a $4.5 billion development that will change the skyline on the West Side. The five-acre site that will consist of office towers, a residential building, retail, a 5-star hotel, health and fitness facilities, rooftop gardens, restaurants, cafes, and a park is being built on top of active rail yards. Fox 5 got a look at the progress of the project.
  • Anaconda sightings in Lake Hopatcong reported

    Anaconda sightings in Lake Hopatcong reported

    Tuesday, July 22 2014 5:59 PM EDT2014-07-22 21:59:16 GMT
    Boaters in Lake Hopatcong in New Jersey are keeping an eye out for an unwanted visitor lurking underwater: a 14- or 15-foot-ong snake, possibly a green anaconda. Several people have seen the reptile, which has probably holed up in a drain pipe. Reptile specialists are also searching the lake for signs of the snake. So far no more sightings have been reported.
    Boaters in Lake Hopatcong in New Jersey are keeping an eye out for an unwanted visitor lurking underwater: a 14- or 15-foot-ong snake, possibly a green anaconda. Several people have seen the reptile, which has probably holed up in a drain pipe. Reptile specialists are also searching the lake for signs of the snake. So far no more sightings have been reported.
  • Suspect arrested in 1990s cold-case murders on Long Island

    Suspect arrested in 1990s cold-case murders on Long Island

    Tuesday, July 22 2014 5:00 PM EDT2014-07-22 21:00:17 GMT
    SCPD photoSCPD photo
    Authorities on Long Island have arrested a suspect in two cold case murders dating to the 1990s. John Bittrolff, a married father of two, is the lead suspect in the deaths of two prostitutes whose bodies were found within months of each other in late 1993 and early 1994, authorities said. Police arrested the 48-year-old, who was arraigned at the district court in Central Islip.
    Authorities on Long Island have arrested a suspect in two cold case murders dating to the 1990s. John Bittrolff, a married father of two, is the lead suspect in the deaths of two prostitutes whose bodies were found within months of each other in late 1993 and early 1994, authorities said. Police arrested the 48-year-old, who was arraigned at the district court in Central Islip.
Powered by WorldNow
Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices