Digital media listening tool enters Pakistan market

Identifies real-time trending topics by gaining insights, conducting analysis

LAHORE: A Thailand-born technology marketing company - Zanroo, which invented a digital media listening tool, has now entered Pakistan’s market.

The listening tool identifies real-time trending of conversation topics on all social media platforms and websites by gaining insights, conducting real-time analysis and online market research. Launched in 2013 and being used by over 300 leading global brands, Zanroo has a strong presence in the Asia-Pacific region.

The company has now entered the Pakistani social media market, in partnership with Bramerz Group - a digital agency - which trained its engine to listen and analyse Urdu and Minglish (Roman Urdu) languages. Previously, the engine listened and analysed English and other languages at a very high speed.

“We have trained the engine to listen to and analyse local languages, being used on different social media platforms by the public at large,” said Bramerz Co-founder Badar Khushnood, while talking to The Express Tribune.

“The engine is being fed with a memory of a 10-year-old kid, which could be enhanced in a few months and generates an alert after five seconds of any listing,” he added.

In today’s digital world, the social media has become a powerful tool and is being used for multiple purposes. Since Pakistan has over 60 million online users with a penetration rate of 27%, it has increasingly become important for companies to listen what the public or consumers are expressing and sharing on social media about their brands or any particular product. Originally, the platform was meant to serve businesses, but is now being used for other sectors ranging from brands to service industry, politics, media, security and many others.

Zanroo Managing Director for Japan Taishiro Miyayauchi said the tool will eliminate the role of social media influencer, primarily involved in leading the trends according to their own agenda.

“The tool works on codes and detach real-time analysis of any campaign, it can also analyse areas of traffic generation for any particular campaign,” Miyayauchi said.

He said it can present a perfect survey for brands of any particular product. “It can locate areas, where any product is gaining popularity or is under fire, and identify the issue and recommends the solution back to the brand through real-time consumer engagement analysis”.

“Politicians and celebrities can also get an actual picture and location of their followers. A politician can judge the areas where his or her popularity graph is high or low and manage things accordingly,” he added.

According to Zanroo’s statistics, insights-driven businesses will increase revenues from $333 billion in 2015 to $1.2 trillion by 2020. This sector will grow at least eight times faster than the global GDP, which is forecast to grow at 3.5% annually.

The tool’s presence in Pakistan can also be used to keep an eye on national security issues.

Published in The Express Tribune, November 21^st, 2018.

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