Brands could improve their digital marketing strategies by measuring consumer sentiments

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 15, 2019, 1:03 PM UTC

Digital marketers can measure call analytics to build better relationships with customers.

Analysing customer sentiment using the in-bound calls made by consumers to the sales teams can help brands identify signals of purchase intent. Consumer sentiment can be used by digital marketers to develop email campaigns, landing pages and marketing automation.

Call analytics can help extract the contextual elements from a conversation which then can be used to gauge the effectiveness of a campaign and to measure consumer sentiment. Measuring sentiment opens up opportunities for both the digital marketing and sales teams to share insights in addition to building better customer relationships.

The author notes that these insights can significantly improve digital marketing strategies. Using natural language processing to analyse on-call spoken words and phrases can be used to determine purchase intent.  

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