Tuesday, August 05, 2008

Sentiment Marketing is Coming - and it Looks More Like Direct Marketing than You Think

This post is now located here.

5 comments:

Dash Lavine said...

Very nice write-up Aaron. Even though we have had numerous WAW conversations regarding this concept, with me playing devil's advocate, this post finally puts me on board. It will be interesting to see what happens with the Realtime Twitter Sentiment tool now that Summize has been acquired by Twitter. I would love to see a post from you regarding some of the other tools that are currently available when it comes to measuring sentiment.

Nick P said...

Aaron - not sure I'd agree with the posts title that "Sentiment Marketing is coming". As you outline in the post itself, brand marketing, PR and marketing to shift attitudes or awareness have been around for a quite a while. This has always focused on a person's sentiment to a product or brand.

I think the change is, as you say, the fact that we can now measure the performance of PR and brand/awareness/attitudinal marketing. This is the big development.

Aaron Gray said...

Nick,

Great to hear from you. You're right, the important change is that the conversations and the path of influence have moved online, where they are now measurable.

Where traditional PR and brand marketing are one model for influencing sentiment, the technological and cultural shift to online discussion has led to a new and more direct model of engaging to influence sentiment. In turn, the new model is influencing the old model to be more focused on moving the needle.

The upshot is movement toward the creation of new roles focused on managing the closed loop sentiment marketing measurement and engagement process, similar to the way web analytics led to new roles within the organization focused on using web data to drive improvements in business performance.

-Aaron

Chris G said...

This is the clearest treatment I have seen on the topic yet, and the first one I am sending around the company.

I can't wait for the next installment, with glimpses of how to do monitoring and measurement. Right, Aaron?

Aaron Gray said...

Chris-

Thank you! There will be more coming. Stay tuned .