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A recent survey conducted by Duke University’s Fuqua School of Business has indicated that social media spending alone will grow from 10.7 per cent to 14 per cent of the overall marketing budget over the next 12 months. With the Google and Twitter partnership set to increase the visibility of Tweets in both desktop and mobile searches, a fully integrated approach to social media is high on every marketer’s agenda. As 2015 is just three months away from coming to a close, we tell you how to you can take your business to the next level by enhancing your Marketing sur Twitter.
Precision targeting made easy
Targeted advertising is every marketer’s dream. That 30-something female who works in the tech space, how do you market the best state-of-the-art gadgets to her? Simple. Precision targeting with Twitter. The social platform’s public nature allows for a transparent look into your audience likes, dislikes, personality and behaviour which increases the chances of getting the right message to the right person at the right time.
Ensure you’ve got targeting right through intense segmentation. You can segment your audience via a number of different filters and combinations. Location, industry, number of followers, bio keywords, and even language. All this criteria and more allows for a worm’s eye-view of your audience, giving you all the details you need to launch your marketing campaign on Twitter.
The power of personality insights
Psychology and marketing have always been strong bedfellows and it’s no surprise that the basic essence of personality insights like The Big Five model, Values and Needs aptly interlinks with social media. Experiments conducted by IBM Watson predict a Twitter user’s reaction to content based on certain personality traits, for example those who rate high on agreeableness and friendliness are more likely to respond to Tweets.
Marketing with Twitter is made easy when combined with the power of personality insights. Audiense not only allows you to segment your audience based on their personality and what reaction you want to provoke from the group of Twitter users (for e.g., respond to Tweets, redeem a coupon), but also offers an in-depth look into the very personality of Twitter users, and the type of audience that your brand attracts.
Harness email for access to audience
Marketers have a multitude of touch points for customers, and vice versa. However, it’s imperative that they’re all joined up to provide omni-channel communication. If you have an integrated campaign in the pipeline with a big focus on social, matching your email database will increase the quality of your audience and ensure you have an integrated communication channel. It also allows you to deliver personalised email and Twitter campaigns while building a more positive customer centric culture in your organisation.
Understand results with analytics
Every marketer understands the value of analytics and marketing with Twitter is no different. Once your Twitter Ads campaign has been launched, the automatic next step is tracking and recording the value the campaign has generated. One of the interesting aspects of Audiense’s Twitter Ads Dashboard is that it allows you to explore the individual Twitter users who have interacted with your campaign. It also helps you track and understand the earned media value of your campaign, which will instantly give insight into how you can approach campaigns in the future.
Marketing with Twitter has never been so easy. In a few simple steps, you get the entire picture of how your messaging has impacted your audience and therefore, your campaign. How have you used Twitter in your marketing? Let us know in the comments below.
