Using Digimind to analyze Jo Malone London’s online performance
- mingminglin
- Nov 25, 2020
- 2 min read
Updated: Nov 27, 2020
Social listening is an emerging method which one brand could use to examine its performance on the internet, the advantage of this tool is comparing to the traditional marketing research ways(survey, interview) to find out what customers thoughts are, this method is more natural, thus one brand can more easily get more insights, even about the sensitive topic.
The objectives of the social listening tool are listed as following,
To find out the effects of brands’ latest campaign on its customers and prospects
To find out the good aspects of one brand and its customer clusters, as well as the bad aspects and figure out what kind of improvements can be made
To compare the brand to its competitors and keeping an eye on the trendies of the industry
To understand brands customers and its industry in order to analyze its brand perception, adapting its marketing strategies according to the findings subsequently
This article digs into the brand's online performance from 3 perspectives: Brand awareness/ Brand perception and Brand messaging.
Brand awareness analysis:
As we can see from the left figure above, Jo Malone London's online performance overall remains stable from the recent 2 years with an average mention number of 3k per month and two peaks appeared respectively in February 2019 (18,5k)and February 2020 (17,1k). From the right figure above, we can see the reach rate to the audiences is fairly high.
All these data reveal that Jo Malone London's online exposure performance is quite good.
2. Brand perception analysis:
From the first picture, the most related topics to Jo Malone London are its parent company Estée lauder, perfume, and one of its brand concept "gifting". We can also discover the fact that these opinions are given internationally, in English, in Chinese, in French, etc.
The hashtags convey a neutral image of the brand with the highest mention of "#JoMaloneLondon in the recent one year. Moreover, the emojis and sentiment figures show the fact that the consumer's attitudes towards the brand are overall positive.
3. Brand messaging analysis
From demographic perspective, the brand target market is mainly from 18-25 years old with a gender rate which proportion of women is slightly higher, their professions are very different, the majority of them are journalist, creator, editor, lifestyle blogger, singer, etc. And the brand's key word is lifestyle.
From geographical perspective, the consumers are located in Australia(15%), China, Russia, the United States, England, and Germany in descending order of percentage, and most of them live in big cities all over the world, London(10%) and Bangkok(19%) are the highest among these cities.
From social media perspective, the brand's appearance is almost everywhere, from Twitter, Facebook, Instagram, blog, website, new, etc. We can also see posts on different social media to see different articles' attitudes towards the brand.
by Mingming LIN
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