Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The Croatian company Mediatoolkit announced this week a unique automated online media analysis system, with which they want to significantly improve the work of PR and marketing experts worldwide.
Mediatoolkit is known in Croatia as a tool for tracking topics on the internet and social networks, but the majority of its revenue is realized abroad, more precisely with clients in 50 countries, most of which use their tools for analytics purposes.
For the past year, Mediatoolkit has been working intensively on new features in order to increase their share on the online media analysis market, which is estimated to be worth more than $5 billion by the end of 2020.
“We have been listening to the same problems of communicators throughout the world for years. High-quality media analyzes are either too expensive or overwhelming, and the resulting data is often several months late. As this is an obvious global challenge, we have decided to solve it with our tool. Instead of analyzing retrospectively, through Mediatoolkit, clients now get real-time data,” said Operational Director of Mediatoolkit Ivor Bihar.
Mediateolkit’s biggest innovation is in a smart notification system that immediately shows any deviation from the average popularity of a topic. For example, if a sentiment to a particular company becomes negative, Mediatoolkit sends notifications and allows users to react immediately to a harmful post.
Additionally, the Mediatoolkit system also enables a fully personalized creation of media reports in a matter of minutes, which change in real-time. For the first time, users can analyze their own reputation each day, and adjust business decisions to the data they receive right away, instead of waiting for data.
Ivor Bihar also points out that they were not the first to offer automatic analyses, but the company certainly introduced innovation in the process itself.
“If you want to have a chance on the global market, and you’re coming from a small country like Croatia, the only way to be competitive is technology. A general problem with media analysis tools is that they have molded solutions, and we have opted for the approach that enables each user to create their own completely unique reports. In addition, we are price-adjusted to everyone, so we can be used by both small and large businesses, which has not been the case so far because tools advanced as this one were only reserved for the biggest players.”
Mediatoolkit currently has more than 45,000 regional and international users. At the beginning of this year, the tool was also included in the top 10 world-wide online media monitoring solutions by the prestigious G2Crowd service, in a competition with 150 other tools. Mediatoolkit was also recently named the top employer by the MojPosao portal. The tool has been in development since 2011, and was commercially rolled out in mid-2014. Bihar points out that their main motivation for developing new report features was further expansion on the market.