The Importance of Utilizing Sentiment Analysis in Marketing

The Importance of Utilizing Sentiment Analysis in Marketing

Team Streams

February 2nd, 2021

The Importance of Utilizing Sentiment Analysis in Marketing

Sentiment Analysis is the adoption of a tool to examine how an audience feels about a brand or product based on text, i.e.: comments. Tools built for sentiment analysis decipher positive or negative attitudes or in some cases, can pick up varying emotions experienced by the writer.

You can have thousands of people comment on a blog or Tweet about your brand, and though current measurement tools will extrapolate this into an increased rate of engagement - it doesn’t tell you how the audience has engaged. It is in the how that sentiment analysis can strengthen your marketing techniques.


Adjust Your Tone


Before sending your copy out into the world, quickly running it through a sentiment tool will show how it may be received by audiences. This will assess the text, whether short or long-form and let you know if the tone you are aiming for hits its mark.

The idea behind sentiment analysis works because of the large quantities of human fed and annotated data which helps the tool to have a better translation of tone in writing. Successful marketing doesn’t only rely on the visual aspects and so it’s vital to put as much consideration into the text-based element.


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General Listening


Sentiment analysis is already proving itself to be effective in natural language processing and understanding the emotions of audiences’ across a number of specialities. When it comes to marketing, with so many platforms to keep an eye on, it can act as an ongoing method to stay tuned to how your brand is being talked about online.

Tweetdeck allows for a simplified version of this. You can enter a specific word, phrase or hashtag, and the site will generate a column directly related to any mention of your specifically entered text. Of course, what it doesn’t do is run any of those social mentions through preset linguistic analysis, extract, identify, or categorise the tone, emotional state of the person or context in which a user has tweeted about your brand.

By setting up your sentiment analysis tool to track specific hashtags or keywords across social media, even when you don’t have a campaign running, you will be able to tell on a day to day basis how your audience thinks and feels about your brand.

This can directly impact how you build further campaigns or approach your audience and not to mention can be used to keep an eye on direct competitors.


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Adding depths to your results


After your campaign has finished running, and you congratulate yourself on the figures showing an increased percentage of engagement - go one step beyond, and understand how your audience received your campaign.

The comments can be either rife with praise or soured by negativity, all of which can be missed if you are prematurely patting yourself on the back at the numbers alone.

Sentiment analysis can be used as a form of market research where the information is sourced directly from your target audience. If the sentiment is heavily weighted in either a positive or negative direction then you have the opportunity to delve deeper and understand why in the analysed data itself.

This will give context to your result, as well as a better understanding of your audience. 


Code Computer


The great thing is that you can either use an already functioning sentiment analysis tool like you can find on Streams, or you can build your own.

Deciding on which comes down to a few factors, primarily time. Building your own tool will be a lengthy process in data training, but will, in the long run, give your brand a more specific and personalized data to draw on in a way the other more generalised tools cannot. For example, sarcasm and irony aren’t easy to detect written in black and white, and without context. However, the more you teach your tool how to identify its markers the faster and easier it will be to detect it over time and directly quantify this sentiment.

It really depends on how deep you want to mine for text analysis either pre, during or post campaign as noted above, and the range of analysis you want to be able to glean.

Here at Streams we think the insight you will discover using our sentiment analysis is something you should look into implementing for streamlined audience listening and to see your brand, and products better resonate with audiences in 2021.



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