Twitter launched a new platform last month for companies to hit customers with targeted advertising, using algorithms to sniff out important words that supposedly interpret what the tweet maker wants or desires.
In an example posted Wednesday by Twitter revenue manager Nipoon Malhotra, if you tweet you’re listening to a band that happens to have a concert coming up in your city, the concert’s venue could send a Promoted Tweet into your Twitter Timeline with a link to buy tickets.
So this new “keyword targeting” platform could be a key revenue generator step for the San Francisco microblogging service.
“This is an important new capability – especially for those advertisers looking for signals of intent – because it lets marketers reach users at the right moment, in the right context,” Malhotra wrote in a company blog.
Twitter says it’s not going to push more advertising in front of Twitter users and insists it’s making the experience better.
“Users can still dismiss Promoted Tweets they don’t find relevant,” Malhotra wrote. “In fact, we believe users’ experiences with ads will improve as a result of this feature as they see more relevant Promoted Tweets.”
He said tests with advertisers like Microsoft Japan and Walgreens showed users were “significantly more likely to engage with Promoted Tweets using keyword replica breitling watches targeting in timeline than other forms of targeting in the timeline.”
He also said wearable video camera maker GoPro “saw close to two million impressions and engagement rates as high as 11 per cent on Tweets promoted using the new feature.”
So what if someone tweets about bad experiences with a particular store or restaurant, will they still get Promoted Tweets exhorting them to come in and buy something?
Not necessarily. Twitter’s advertising platforms do have negative sentiment matching and forms of automated and human intervention in place that are designed to prevent, for example, a Burger King from targeting someone who tweets he hates McDonalds. Or for that matter, an advertiser who might try to target a drug user or fan of adult entertainment.
So, if Twitter still hasn’t become a regular part of your business day then now is the time to embrace the blue bird and look into some really targeted advertising.
For more information please go to http://advertising.twitter.com
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