So your company got a few likes on its Facebook page. But do you really understand what is going on there? Do you know how many of those who comment are loyal customers, at what time of day they tend to be online, and whether they also comment on your competitors?
Welcome to social analytics.
If the answer to any of those questions is “no”, then a new product launched by San Ġwann-based firm iMovo – Socionomix – will provide the insight that can make social marketing more effective.
There are numerous online marketing tools but the headache is to pull all the strands together so that they make sense
Managing director Pierre Mallia, who set up the company three years ago, believes that Socionomix could very well turn out to be the company’s flagship on an international scale.
“Its dashboard shows the key performance indicators for social marketing and distinguishes between the quantity and the quality of those that interact with you,” he said.
The product, which will be available by subscription, took just 12 months to develop, and was knocked into shape by head of marketing Daniela Castillo.
“There are similar products on the market but none of them has the unique aspects of ours,” she said.
Socionomix is just one of iMovo’s products, all based on the catchphrase “Know your client” – which means their contacts tend to be sales and marketing departments, rather than IT departments.
As more and more companies realise how important it is to target their marketing, iMovo’s customer relationship management solutions have won rapid acclaim, with new clients flocking to them by recommendation.
“There are numerous online marketing tools but the headache is to pull all the strands together so that they make sense and you can see at a glance who your customers are and why they are your customers...” he explained.
“It is truly amazing to learn how much is spent on marketing and yet so little information is fed back to management so that they can understand where their profitability is coming from. These products can pay for themselves within a few months.”
iMovo also works on a model of client self-sufficiency, which is great for the client but clearly has an impact on company revenue.
“This was a conscious decision we took. People get irritated if they feel that they are being scalped for after-sales services,” Mr Mallia said.
iMovo is now looking overseas and will be opening a subsidiary through a joint venture with a Libyan firm in the coming weeks.
“I know that it is not exactly a stable environment yet but who dares wins,” Mr Mallia said.
“It is better to be there early. It gives you an advantage that you might miss out on if you wait for the dust to settle.”
http://socionomix.net/