Twitter continues to develop its advertising service with a potential stab at retargeting, according to AdAge. Twitter didn't comment on the matter, so it's largely speculation as of now, but AdAge reports those with knowledge of the planned offering say it's on the way.
This is just one more step in Twitter evolving its advertising options for users. What first started as an invitation-only service to U.S.-based advertisers last year, Twitter opened up its advertising model to all U.S. users in April.
If you're new to Twitter advertising, there are several options for both the small business and large brand with its self-service and full-service models. Advertisers can access options like Promoted Accounts, Promoted Tweets, and Promoted Trends, all with analytics to track progress.
Let's quickly look at those offerings and what they entail.
Promoted Accounts puts a brand's Twitter account front and center in Twitter's "Who to follow" list. Advertisers can target users by geography, interest, gender, device, keywords and more.
Promoted Tweets also has several targeting options, depending on what level of advertising you're engaging in, and places your Tweets in users' timelines within mobile, desktop, tablet and laptop devices.
Promoted Trends is on the full-service side for larger brands, and puts your custom-created trend in the Twitter Trends list.
If you're interested in getting started with your own advertising, you can sign up here.
Advertising isn't the only way Twitter is offering users new ways to engage with one another and markets brands. Twitter Cards from Twitter Developers gives users the ability to make Tweets more engaging with custom extensions that allow you to share media and more.
Recently, Twitter announced the launch of a new feature for Cards that allows brands to collect opt-in email right in Twitter. "Lead Generation" Cards are only available to select users now, with plans to roll out to more users in the future.
Twitter Vine launched earlier this year, giving Twitter users the ability to capture six seconds of mobile video and share on Twitter through its app for iPhone and iPod touch (with a newly released Android app). Vine now has more than 13 million users.
In a recent post on ClickZ's sister publication, Search Engine Watch, Allison Peltz of Rosetta showed how some brands were taking advantage of creativity in Vine for marketing.
With so many moves recently to make Twitter more engaging and more profitable for brands, it seems likely a retargeting service could be next. What do you think?
This article was originally published on Search Engine Watch.
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Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.
Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.
Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.
December 12, 2013
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