Twitter's marketing game-changer

Twitter’s move to open up its API to third-party marketers puts it on the same footing as Facebook and LinkedIn when it comes to social advertising.

The global social revolution, and the trend towards the increased ownership and use of mobile devices, is impacting the technology of marketing like never before. More than 4.5 billion people have more than 150 million conversations on social media every day. These conversations are occurring across an ever expanding ecosystem of devices, which according to the International Telecommunications Union (ITU) will involve 25 billion devices by 2020. 

To cater to this social media and mobile audience, greater advertising spend is being directed towards social platforms like Facebook and Twitter, creating a need for brands and agencies to deliver advertising on these platforms in a timely and efficient manner.

To be successful, marketers need access to the social network’s application program interface (API), meaning advertisers can create, manage and optimise ads without intensive labour or delays in uploading fresh content.

Twitter’s announcement this week means that the company joins Facebook and LinkedIn as the only global social networks which allow brands the level of management required to make advertising on its platform efficient and effective. Before today, all ads were managed manually on Twitter. Changes were relatively easy to make, but making them in a timely manner across all your campaigns was a labour-intensive endeavour.

For the first time, marketers can now manage Twitter ads from the same systems used to manage social listening, social content and social ads for other networks such as the Salesforce Marketing Cloud.  In the same way that marketers can take an engaging Facebook post and turn it into a Sponsored Story on Facebook, they can now monitor engaging tweets and turn them into Promoted Tweets, further shattering the silos between paid, owned and earned media.

These powerful APIs creates a “win-win” situation for everyone. Facebook and Twitter benefit by outsourcing much of their product development in this area to experts focused exclusively on building these products. Marketers benefit by using the technology to be more efficient and drive more ROI.

This is a game changer for brands who need the power to pull off real-time engagement that turns tweets and posts into memorable content.

The move from manual content management to automated content management is crucial for companies wanting to cut through the advertising noise. Just look no further than Facebook to see why methodical, always-on, programmatic buying will outperform, by a long shot, those still managing their content and ad programs manually.

As consumers increasingly use Twitter on their mobile, it is an important place for companies to have an effective presence. As the war for quality inventory heats up, expect mobile to be the primary battleground.

Twitter recently released a study on its mobile users, and found that 96 per cent are more likely to follow 11 or more brands, significantly more than the five brands that the average Twitter user follows. Mobile users are also 58 per cent more likely to recall seeing an ad on Twitter than the average user.

With the consumer, the technology and the opportunity all available now on Twitter’s platform, social advertising is a no brainer for tech savvy marketers. 

Charlie Wood is Salesforce's area VP for, APAC, Japan & India for Salesforce marketing cloud. 

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