I’m not a regular Twitter user, however, I think it is a great tool for businesses to include in their marketing mix in order to have a micro-marketing approach. This type of approach is highly valued by companies because it intends to target each customer as an individual instead of targeting all customers as they were all had equal priorities, likes and dislikes. Twitter provides a variety of different approaches that companies can use to better target the market. On the twitter business website, you can find a list of all the different options and advantages that companies get by using twitter to promote their brands. In this blog post I’ll be going over the advantages of using one of the tools offered by twitter denominated Promoted Tweets.
Promoted Tweets are part of the Ad products offered by Twitter Business to companies looking to promote their brands. These tweets work as any other tweet, meaning that they appear in the timelines of targeted customers as any other tweet from a user that an specific customer follows. However, promoted tweets have the advantage of reaching current and potential followers that are part of the target market for businesses in the sense that users are not required to follow a company’s twitter in order to see the promoted tweets. For this reason, tweets can appear in users’ timelines and in browsing results like the following example promoted by Starbucks.
In order to be more effective targeting a specific segmentation of the market, twitter presents the following options:
Target by keywords in Tweets: This approach uses the tweets that are related to the situations that users are facing at the moment and helps target key words found in those tweets.
Target by interests and gender: This approach helps companies to target customers based on their interest, and activities. If the company falls within those interests, then targeting this group of users would be very helpful.
Target by geography: This is an extremely useful tool for small stores, or even companies that are opening a branch in a specific location. By using this, companies are able to target the right section of the market that will be directly exposed to the business.
Target by device: Target different devices, like smartphones or tablets, depending on the situation that will be more useful for customers. If the company is offering coupons for example, then, mobile devices will work best for customers to use the coupons on the go.
Target by similarity to existing followers: This last tool helps businesses find relations and similarities between a company’s followers and develops techniques to find other users that are related to the business followers. If the company’s followers are sport fans, then you need to target other sport fans that don’t currently know about the company.
Twitter not only offers promoted tweets and many other similar tools, but it also provides businesses with analytics to follow the progress of each ad tool. In this way, businesses are able to track which strategy is working best for their business, which strategy is targeting more users and calculate the response rate of every specific tweet.
Even if twitter is not my preferred social media, I would definitely include this tool in the marketing strategy of my business. The reason is simple, because Twitter counts with 554,750,000 active users, according to the Statistic Brain in a research done this year. Those users are potential customers that a regular marketing strategy might be missing to target. However, by using Promoted Tweets and the target tools, it’s easier to target an specific segment of the Twitter population. Finally, I would definitely advertise my business using Promoted Tweets because Twitter is a fast moving social media that connects users in a way that is easier to spread information, it’s personalized, and targets each user individually depending on certain characteristics.
- Twitter Plans To Use What You Follow And Tweet To Target MoPub Ads On Other Apps. Here’s How (techcrunch.com)