Innovating with Twitter as a Powerful Marketing Tool

BC Web Wise Social Media

Karishma Jani – Social Media Strategist at BC Web Wise

Alter, a local Brooklyn-based clothes showroom has made use of its Twitter handle to gain a massive fan-base of stylists and potential customers. With tactical promoted posts, it has been able to achieve a sizeable 250 percent increase in its follower base, which has eventually triggered higher in-store visits and better sales. ‘Clean Air in London‘ – a London-based not-for-profit organization has leveraged  Twitter to achieve a 100 percent rise in its followers, and three-fold increase as far as its click rates are concerned. Having come a massive way ahead of its modest beginning as a small-group SMS-service in 2006, Twitter is being consistently used as a powerful marketing tool by digital marketers today. What is significant is that recent efforts on part of this social media giant, are focussed at specifically catering to the needs of small and medium sized businesses (or SMBs).

Based on a 2014 survey conducted by Twitter’s Research Partnering-Firm DB5, out of 10 SMB owners have agreed that Twitter is easy to use, while 2 out of 3 have also affirmed to the fact that its usage has become increasingly convenient for online marketing, over the years. When asked about how they thought Twitter can be the most effective for reaching business goals, the following were the major opinions that they shared ( View source) :

  • Above 70 percent of SMB owners felt that Twitter is a very helpful tool for instant resolution of customer queries and issues.
  • Over 80 percent felt that it is ideal for channelizing sizeable amounts of information to large groups.
  • 73 percent of the SMB owners agreed to the fact that the best way to connect with industry experts and influencers is via Twitter.
  • About 63 percent expresses that regular tweets eliminate the need to constantly update one’s website.

Networking with key influencers and industry-relevant niche communities are commonplace strategies today. So is keeping a tab on hashtags, growing trends and ensuring regular tweets and posts. Your success as a social media marketing team today relies on how cleverly you monitor and study the latest features and updates offered by Twitter, and use them to your advantage. Here’s some food for thought for all digital marketers who wish to innovate with Twitter as a powerful marketing tool, and harness its potential to the fullest:-

Enhance The Visual Appeal

The latest major redesign rolled out by Twitter in April 2014 has made the platform more image-focused than ever before. This includes redesigned web views, inline image previews and better visibility of profile and header images. These new settings can be used to liven up your company profile with customized colours, logos and images. Enhanced visual appeal is amongst the key influencers for a larger and relevant fan-base.

Explore Visual Content In Direct Messages

Considering the increasing number of Smartphone users that rely on the Twitter mobile app, the  app has enabled image-sending in direct messages, thereby invoking better response rates from recipients. Another add-on in the Twitter mobile app, is that it now enables users to view promoted accounts with an option of ‘follow’. For all marketers and advertisers who want to target Smartphone users, this is a great opportunity to widen your reach.

Track and Optimize Conversions

With regard to promoted Tweets, it is now possible to view the exact conversions and engagement metrics, owing to the Online Conversion Tracking Feature introduced for advertisers. So you can map what worked and what did not, and optimize your future engagements.

Innovate With The Lead Generation Card

The Lead Generation Card Feature introduced by Twitter in August 2013, is yet to be tapped by many digital marketers. This card enables you to reach out to potential customers (who have expressed an interest in you) off-twitter. It also lets you track Twitter users who searched for particular products or services on your website and thereon forward relevant promoted tweets on their timeline, pertaining to their search query.

Do you have a success story o Twitter to share, then mail me on karishma.jani@bcwebwise.com

 

Micro Targeting Using Paid and Owned Media

Vishal Agrahari, Media Head, BC Web Wise

Vishal Agrahari, Media Head

A much more specific form of market segmentation is possible today, as opposed to the generic profiling of consumers that erstwhile marketers used to conduct. This provides impetus to micro targeting- personalized marketing tactics relevant for a small, well-defined group, in contrast to large-scale campaigns for broad segments.

The need for narrower segmenting, and coming up with well defined groups in order to streamline your marketing efforts, has made micro targeting gain increasing prominence.

The Crux of Micro targeting

With its original roots in the political arena of tracking, segmenting and subsequently influencing individual voting behaviors in major election campaigns, micro targeting has come a long way.

The crux of micro targeting lies in the fundamental concept that the more precise you are in tracking the needs, wants and attitudes of your potential customers, the wider are your chances of reaching out to them exactly when and how they want you to. In line with this requirement, the recent years have witnessed a rise in the micro targeting options provided by social media giants like Facebook, Twitter and LinkedIn, that include Reach Blocks, Page Post Links, Promoted Posts, Geo targeting, Sponsored Updates and so on.

For instance, if you are an e-commerce store selling anti-ageing products for women above the age of 40 years, creating a micro targeted Facebook ad would be a powerful way of reaching out to your target audience. Apart from specifying the location ( a cluster of cities, 10-50 miles in the vicinity of each other can be chosen for one ad), age (40 and above), gender (female), general interests (Health and Well Being) and precise interests (Beauty Products/Cosmetics/Beauty Tips/Anti Ageing), you also have advanced targeting (http://www.practicalecommerce.com/articles/4127-How-to-Target-Facebook-Ads-to-your-Audience ) options like custom audiences and lookalike audiences.

In 2013, Twitter introduced TV Targeting which is yet another powerful way of targeting specific groups, by channelizing real time content and ads to target the increasing number of consumers who watch TV on their smartphones or tabs. Aptly categorized into TV Ad Targeting and TV Conversation Targeting, a number of brands like Adidas, Jaguar and Holiday Inn reaping its benefits. (https://business.twitter.com/tv-targeting )

Owned Media: Micro Targeting for Long-Term Relationships

There is often a very thin line that demarcates micro targeting and intrusive marketing, and this can be understood better by clearly defining your short-term and long-term marketing objectives, validating your data, and paying genuine attention towards what your customers really want. The basic principle is to understand when and where the potential customer is actually looking for information, and reaching out to them only then.

Marketers tend to cross the line and become intrusive when they try to force their offerings upon customers when they are not looking for it. So no matter how alluring an offer on a random, unwarranted pop-up ad might be, it will in all probability be found to be intrusive (and annoying) by a potential customer. On the other hand, putting your best foot forward where the end-user is actually looking for a good offer, is the way to go in micro targeting. For instance, the behaviorally targeted ads of Amazon and EBay, based upon the search history and browsing patterns of users have enabled thousands of e-commerce stores to reach out to the right consumers, at the right time and right place.

As far as cost effectiveness, control, versatility and establishing a long-term rapport with a nice audience is concerned, your owned media channels will always provide you with an upper hand. In fact, the right use of owned media micro targeting techniques can work wonders for your marketing campaign. And with all the clutter that customers finds around themselves today, it is equally important to create high-impact, engaging and personalized content to stand out in the sea of mediocrity.

Stepping out of the realm of social media, even online communities offer vast potential for micro-targeting. The Geo-Educator Community formed by National Geographic has been pivotal in increasing the brand’s engagement levels with the teaching community across the world. Even the simplest of features in your owned media channels can be harnessed for targeting specific groups. For example, you can customize your Facebook pages with different custom banners or cover photos for different groups, rather than having a standardized banner for all. So if you are selling a product for pre-teens and teens, and you want to drive a message across to parents as well, your customized banners will enable you to micro target these groups separately, and in the most effective manner.

Paid Media Micro Targeting: Broadening Your Horizons

Very often, well-charted and high-budget marketing campaigns fail to bring in results, because it failed to reach the right audience at the right time. For reaching out to the group that is most relevant to your organization, opting for paid media micro targeting options, such as display ads, paid search sponsorship, or even outsourcing your requirements to an established digital marketing company, is necessary.

While owned media has its own significant role to play in projecting your brand, its scope will always remain limited. Take for instance, the significant role of micro targeting in movie promotions, as opposed to the kind of promotional activities that were conducted a decade earlier. With teasers and trailers going viral on YouTube, and content being directed towards key audiences groups on Twitter and Facebook, digital micro targeting has been instrumental in the success of many movies today. Who would have thought that a limited release, $5-million budget movie like Spring Breakers, would gross $31 million purely on account of its social media campaign, intensively targeting teenagers and youngsters on Twitter and Facebook.

The magic of micro targeting is also evident in the realm of book promotions. In the words of renowned Author Amish Tripathi, who is accredited with the fastest selling book series in the history of Indian publishing, it was the digital media that came to his rescue, when the mainstream media ignored his books. By providing the first chapter of ‘The Immortals of Meluha’ for free on his Facebook page generating instant word-of-mouth, and targeting YouTube users by creating a short, high-impact YouTube trailer based on his book (the first of its kind in the history of Indian Publishing), he was successful in selling 1.7 million copies of the book, and has paved the way for other Indian writers to follow similar digital marketing techniques today.

The Way Ahead

The key to success in micro targeting lies in focusing on the relevance of the parameters that you use for categorizing your target groups. Once you get the basis of your categorization or profiling right, it becomes easier to focus on your audience, thoroughly understand their needs and sensibilities. Leveraging multichannel campaigns with a combination of owned and paid media channels, is what comes next. For all the digital marketing professionals who haven’t started their journey in micro targeting, the time is ripe to commence now!

Aspirations, Being Replaced By Trends?

Ranjan Nautiyal, Creative Director, BC Web Wise

Writer At BC Web Wise

A lot is said about targeted advertising. That it reaches only the right people, at just the right time. That it is the perfect push, sending across the message to the perfect target audience, at that point in his or her day when they just couldn’t have done without your product. That there is more bang for buck, and that relevant advertising saves spill-over.

So no toddler will ever watch a shaving cream ad, or a teenager a diaper ad, or a married couple a college ad, or an old couple a new house ad.

Which brings us to the spill-over effect called aspiration.

Many of us grew up watching beer ads that we instinctively reached for once we crossed over to the drinking age. The bikes on our must-have lists continue to be dreams, but they have been parked there since the time our legs couldn’t reach the gear-shift. Someday, the teen out there will be a father who will see a diaper brand at a retail store and pick it up as a feeling of familiarity will run through his veins, unknown to him, as he watches it on the store shelf. A woman who just got married will take one look at a spice brand and without knowing exactly where she had seen it last, will pick it up, connecting it loosely with her childhood days.

It is well known now that the internet has narrowed our vision, killed our spirit of exploration by serving up things according to our known interests. And if treated by brands only as a means of targeting to minimise spill-overs, it might stop reaching people who would have otherwise grown up dreaming of it, aspiring to own it some day.

Which doesn’t quite mean that targetting is all bad, or misplaced. But it has a role to play. The medium itself needs to go beyond, and start sooner. And deliberately reach out to an audience that may not be in the buying stage, but is in one that will make it aspire to brands, and dream of holding them some day.

Or we will soon run out of brands, and only have trends that pass on with a generation.