"Facebook, Twitter, blogs, websites, YouTube - "we crap out shitloads of copy on a daily basis," Microsoft Mobile's head of digital marketing Thomas Messett told The Drum as he explained what he wants to know now is how copy is resonating with consumers and, more importantly, how it is stacking up against competitors. Microsoft Mobile - until recently known as Nokia - has endeavored to answer this by going back to the fundamental blocks that its vast array of content is built on. Language."
"It struck up a partnership with Relative Insight, a newly launched language analysis service born out of the technology it developed for the child protection and counter-terrorism police forces to help them identify online criminals. For brands, it can analyse all language they are associated with to determine how they resonate with key audiences. "I approached Relative Insight after seeing what it had done with Ogilvy," said Messett."
"The system is relatively simple; 'source text' can be inputted from any touch-point - advertising copy, website copy, social media, forums etc - before being outputted as a series of data insights. In other words, language, which is a subjective expression, can be turned into an objective data source which brands can directly compare against rivals or target audiences. Microsoft Mobile has initially focused on its digital content, predominantly the language used on product pages versus the likes of Apple, Samsung, and Blackberry."
Microsoft Mobile partnered with Relative Insight to quantify how brand language resonates with consumers and compares with competitors. Relative Insight grew from technology used in child protection and counter-terrorism to identify online criminals and can analyse all language associated with brands to determine resonance with key audiences. The system ingests source text from any touchpoint and outputs data insights, converting subjective language into objective metrics for direct comparison. Microsoft Mobile focused on digital content, comparing product-page language with Apple, Samsung and BlackBerry, and found its copy is noticeably more functional, reflecting a Finnish engineering heritage.
Read at The Drum
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