Get in the Buzz with Andiamo Systems
February 04, 2008
A new online company offers detailed, affordable word-of-mouth tracking for brands in the Web 2.0 world
By Stacy Straczynski
Today's Web-savvy consumers have paved new ways for marketers to get their message to the masses. Yet from blogs to social networking, many marketers remain hesitant to pursue Web 2.0-based campaigns, due to a lack of definitive ROI and a lack of control over the "buzz" in these free-speech forums. With so many online mediums, how can anyone keep track of it all?
Enter San Francisco-based, Andiamo Systems, a new company that's offering marketers a way to keep their online promotions on target. Launched last week, Andiamo is an online word-of-mouth measurement service company designed to serve as a tool for companies to better understand the dynamics of the fickle social media sector.
"The impetuous behind what we're doing looks at the phenomenon of consumers controlling the brand," says John Hingley, Andiamo Systems' Founder & CEO. "Word of Mouth is the number one influencer of purchasing intent worldwide…Brands no longer control their own destiny."
"Andiamo helps brands monitor, measure and discover what consumers are saying about their products and their competitors' products [online]," continues Hingley. Its SaaS-based application collects and analyses input from millions of blogs, forums and message boards, as well as social networks such as Myspace.com, across the Internet.
The data is then compiled into a single comprehensive view of a brand's online presence to deliver in-depth marketing insight. Andiamo even takes their data collection service a step further, giving all collected feeds a human analysis as well to obtain the most relevant and targeted results.
Clients can view and download their brands' real-time results any time through the Andiamo site, where a variety of easy-to-read reports are housed. Reports range from higher-level highlights and summaries to detailed drill-downs of specific articles and blog entries for more comprehensive analysis.
"It's a way to keep tabs on a brand's 'health.' Andiamo even measures the degree of sentiment the speaker had and the influential [power] of that speaker," says Hingley. "What we have designed is a tool that can help anyone interested in monitoring 'consumer speak' across the spectrum of online media, in a manner that is totally easy to use, actionable and at a price that doesn’t preclude entry," Hingley says.
For all its' robust offerings, the top selling point is Andiamo's general affordability. Registration is free and companies can track as many brands as they choose, adding or deleting brands at any time without additional fees. Additionally, Andiamo follows a pay-per-mention pricing system to follow suit with word-of-mouth trends. This means that if your brand isn't the "talk of the town" during a particular month, you're not stuck paying expensive fees for a service you didn't need. Pricing levels range from only $50 to $1,499 or more. Andiamo also offers special discounted pricing for non-profits.
Those interested in learning more about Andiamo can visit www.andiamoystems.com for more information or to sign up for a free 14-day trial of the system.
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
|
|
RSS
