Microsoft has gone ahead and released Bing Pulse. The technology is designed to provide real-time sentiment analysis for live events, but one question that springs to mind is how can the technology be leveraged by brands for advertising?
So what can marketers do?
The first technique savvy marketeers could apply is message testing in a controlled forum, allowing the producer to modify their message on-the-go depending on the sort of response they’re getting from the audience.
A further way the technology could be applied could be as a second screen at an event, allowing the organizer to augment the experience with extra data, information or other content, and this could all be sponsored by – or ‘powered by’ a brand.
Creating a focus group for Bing Pulse
Pulse essentially creates a large focus group. Although the concept originates in the realm of politics, its application is wide-reaching. For example, it could be applied to education, enabling students to provide feedback on classes.
Engaging with the second screen
According to Greg Shaw, a senior director at Microsoft, “We know that 80% of people engaging with a second screen when watching television, conferences and live events… Bing Pulse engages people in content. Brand marketers put time and energy into attracting an audience to see content, and you don’t want them distracted.”
Pulse might therefore be the perfect way to capture people’s attention on that second screen.