Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Introducing the desired image to the desired public is the dream of every company, brand or individual. This is not an impossible dream, but it does require a great level of insight into the audience, the way they receives messages that target them, and how they react to them.
This communication challenge is becoming ever more relevant with the emergence of new media, and in addressing this challenge it is necessary to make solutions that are accessible to everyone, so everyone could contribute to the advancement of profession in Serbia and the region.
Digital Element is a tool for tracking, collecting, analyzing and reporting on the quantity and quality of content that companies and their competitors, users, potential users and other audiences publish on a daily basis. With the rise of Internet users in Serbia (72%), the number of users of social networks and consumers, as well as creators of content online is also increasing. Availability of the Internet is also increasing the amount of content posted by users online.
For those working in communications industry – regardless whether they plan these communications at the strategic level or operatively execute them and report on them – it is a great challenge to track this amount of data as well as to measure results and investment at scale.
The main problem that arises from investing a large amount of time in creating reports, in addition to general increase in scarcity of time, is that there is relatively less time that remains for creative and strategic communication planning, as well as adapting campaigns to the business goals of the company. It is true that today many professionals use some of the available monitoring and analysis tools, but these tools are either not tailored to the specifics of our regional environment (starting from the language and the tracking sources) or are insufficiently adaptable to different communication goals.
As each company/brand/individual has a specific goal of communicating on the Internet, the data that needs to be measured is different, so the predetermined set of metrics, regardless how good the tool is, cannot be a one-size-fit-all solution for everyone.
With the growing trend for companies to demand accountability for business results from agencies, tracking and analysis of data that are useful for a brand are becoming more and more significant.
The Digital Element team has recognized demand for a comprehensive tool that saves time and, consequently, money by tracking data, analyzing and reporting on them on a daily, weekly, monthly basis.
Analyses and reports are tailored to the needs of the clients, and some of the most frequently used are:
- Analysis of comments on social networks, forums, news sites.
- Analysis of a certain topic.
- Monitoring of keywords,
- Comparison of competitors in the industry.
Advantage in the speed and accuracy of reports provides:
- AI that understands Serbian language and tracks online editions of Serbian media, blogs, forums and social networks,
- Flexibility in monitoring just those metrics that are relevant to the business goals of the company,
- Up to 7 year archive of history of media posts.
Thanks to the first artificial intelligence that reads Serbian language, machine learning and a dedicated team of engineers and communicators, the Serbian market is moving from the era of big data analytics into the era of smart data analytics, that is optimized and flexible and as such is useful to both small and large companies alike.