1. Twitter
Twitter has now added up an improvement to
Promoted Tweets that lets advertisers target a subset of users.
That is, the feature lets advertisers send
tweets to specific audiences without tweeting to all of a brand’s followers as
before. Some may think Promoted Tweets already has that feature, but the
difference is that now a marketer doesn’t have to first send the tweet to all
of its followers. Advertisers using targeted tweets can segment by location,
devices and platforms (Marshable, 2012).
Some Twitter has tried testing the feature
with a minority of advertisers including British Airways, Coca-Cola, The
Washington Post Co. The good thing is
that the feature is available globally to all users (Wendy’s Twitter).
An illustration of how the program works,
Twitter display cased of British Airways tweet, which was just sent to UK
users:
Advertisers can start using the program via
the Tweet box in ads.twitter.com. As with
other Promoted Tweets, advertisers only pay when users engage with them. Tweets
that make the most engagement are likely to appear more often.
2.
Facebook
The new capability of Facebook comes a few weeks
after Twitter made it possible to send targeted tweets tracked by location,
devices and platform (as mentioned above). While previously Facebook Page
admins could only target by language and location, now the company can add for
more options with:
- Gender
- Interested In
- Relationship Status
- Education
- Workplace
For example, say you want to target
an audience for a back-to-school campaign. You
can drill down to college kids 18 to 21, so your post will be seen more by that age group.
Here are couple of images of how the
option appears for brand Page administrators:can drill down to college kids 18 to 21, so your post will be seen more by that age group.
Arent you talking about ''ME'' ???For some Laggards who are not really get what the Facebook's Brand Timeline for, let's take a look of this video:
http://www.youtube.com/watch?v=7bZok68t960&feature=related
If you still consider about how it changes the way it affect on how people see your brand. Here are some examples:
Pepsi: Percentage Seen
Even without faces, 100% of viewers noticed Pepsi's cover photo.
Dallas Cowboys: Visual Attention Level
Dallas Cowboys: Visual Attention Level
Areas that were looked at most are shown in red on the heat map. In the Timeline, viewers concentrated more of their time at the top of the page.
Wow. I never really notcied the impact that the new facebook Timeline has in terms of exposure.
ReplyDeleteHowever, reading this makes me feel that my privacy and freedom of search is somewhat impacted. I guess this is similar to marketers now tracing your search history and then promoting similar items through other search pages. For example Facebook often does this; promoting other trips to Thailand after I have been search for cheap trips via Google.
Do think they are going to far? Or is this a smart, direct way to retain consumers?
Hi Barrie,
DeleteIf we put our self in term of marketers I prefer to think of new facebook timeline as a smart, direct way to retain customers or even expand more new customers (once you can know their needs & wants via facebook posts). As been seen customers personal data is the most important for marketers to tailor their products in the way that match needs and wants
But when I put in personal, somehow its annoying when you realize that your personal infor have been tracked. However, this feeling doesnt bother me for long time because I know once I choose to switch my old FB to new timeline that means I'm happy to share a bit of myself to the world :)
Wow !! Seemed like I'm a laggard, dont even notice of that
ReplyDeleteThanks for that helpful info, Linda !! :)
But also agree with Barrie, kinda affect our privacy and freedom when marketers have so many tools for tracking customers now.
Anw, such a good one actually, amazed me by the effect of FB and Twitter :D
I've been noticed of some changing when my friends tell me there are such apps for FB & Twitter
ReplyDeleteHowever, not sure how to use that or what benefits for. After seeing your infor graphic as examples, think I knew it now !!