How to: Use customer sentiment for segmentation

Yiannis Maos, head of digital at Rant & Rave, reveals how marketers can capture customer sentiment and use it to boost their content campaigns

All I keep hearing about is that content marketing is the way forward. But ask yourself this: is your content marketing really that relevant?

As marketers we pride ourselves on being able to segment our audiences in order to create personal, timely and pertinent content, but how many of us know how our audiences feel before we spend our ever scrutinised marketing budgets trying to get them to spend more? The answer is very few of us actually do. However, this shouldn’t necessarily be seen as problem (unless you ignore it) but instead, as an opportunity.