Twitter Introduces New Marketing Option

Scott Lambert

Over the past few years Twitter has become influential enough to be a serious contender in social media marketing; however, it has always struggled to monetize its success and recently this weakness contributed to its share price falling from the high it enjoyed upon flotation in November.

The latest news is that it may finally have found what it needs to change the situation. Promoted profiles will be visible in search from this week and, if accepted by users, may go on to appear in news feeds.

The new model could bring in serious money for Twitter and make all the difference for small and medium-sized companies trying to use the network to promote not just their products but also themselves. A well-laid out, well-fed Twitter page can be a great brand asset, and making it visible to potential new users directly is a great way to build that brand. It is likely to attract three main sets of customers:

  • People who have purchased from a company in the past and are interested in doing so again.
  • People who are currently on the lookout for a good company of that type.
  • People that are impressed by the page itself and the content of the company’s tweets.

The trick for Twitter will be to get the balance of distribution right with these ads so that they increase customer awareness – people are likely to be annoyed if they are continually prompted about something that they have already actively decided not to follow.

One good sign is that the search model places ads at the top where uninterested customers can easily skim past them, but where, if well designed, they will catch the attention of the target market. A strong image or well-designed logo can be a big help with this; when choosing colors, the default will be to make a choice that stands out against the standard blue and white background. It is difficult, however, to see how ads can be made to be easily skimmed in a newsfeed.

“We automatically select relevant search queries for presenting promoted accounts based on an advertiser’s targeting choices, so no additional action is required for your business to access this capability,” says Twitter on its blog; however, determined marketers may want to make a few adjustments nonetheless. In the long run how this works out is going to depend on user reactions, but if it is targeted well it could prove to be a move from which everybody benefits.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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