Tag: twitter mobile marketing

Mobile social media marketing move by Twitter to include ad product for apps

| April 7, 2014

The micro blogging site has announced that it is close to the release of this option.

It has now been revealed that Twitter’s latest initiative in the area of mobile social media marketing will be the release of a new product that will make it possible for app developers to be able to install ads that will help to encourage application downloads.

This format is called an app install ad and its goal is to help to attract more marketers to Twitter.

Specifically, Twitter is seeking to use the mobile social media marketing opportunity to draw marketers from the game and e-commerce industries. Once the ads within mobile Twitter feeds are clicked, the user is redirected to the page of the advertiser within an app store where the application from the ad can be downloaded.

The social network is likely using this mobile social media marketing move to help keep its IPO promises.

At its initial public offering, Twitter had stated that it would be boosting its mobile ad offerings and that is exactly what this step appears to be. Since November, the stock for the company has skyrocketed by 78 percent and analysts are currently predicting that its annual revenue will increase to nearly double, reaching $1.2 billion by the close of this year. This, despite the fact that user growth has been slowing down.Mobiel Social Media Marketing

The mobile channel is a central element to the business at Twitter, as it is over mobile devices that the user base is growing at its fastest rate. Furthermore 75 percent of the company’s ad revenue comes from that channel, alone.

Other social networking companies have been highly successful in the use of app install ads. They were introduced in October 2012 by Facebook and by last year they had brought in 245 million downloads. Candy Crush was advertised by King Digital Entertainment over Facebook and that app has now become one of the most popular games for those devices. King has just experienced its own IPO.

Now, Twitter will be using this mobile social media marketing opportunity for its own purposes and it has been testing its app install ads for a number of weeks to ensure that they are functioning as expected.

Social media marketing on Twitter not as effective over mobile devices

| January 24, 2014

Though the network’s new suite of ad products have been greatly hyped their performance is still lagging.

Even though Twitter’s newest suite of social media marketing products for mobile has experienced massive hype, it still appears that the microblogging network is falling behind its two giant competitors over this channel.Social Media Marketing Twitter - Poor Mobile Device Performance

A recent report has shown that the ads from Twitter aren’t doing as well as Facebook and LinkedIn.

John Blackledge, an analyst from Cowen & Co. has reported that social media marketing ads on Twitter mobile are not performing as well as those that are posted on Facebook and LinkedIn. This suggests that Twitter may not be the dream ad opportunity that many of its investors have come to believe it to be. Blackledge explained that “Twitter is a popular social platform, but shares are too rich in our view.”

The focus on mobile social media marketing has reflected very positively in Twitter’s share prices.

The fall IPO price for Twitter shares in 2013 was $26. That said, by the end of December, that stock had exploded to $74 per share. Equally, though, the social network has not sustained the valuation.

Blackledge conducted some research making social media news, that involved fifty buyers and their opinions regarding the effectiveness of social media companies such as Twitter, and their mobile ads. Only 5 percent of the participants stated that Twitter provided the best ROI. Comparatively, the ads over Facebook were considered to provide the best performance by 60 percent of the participants, with 25 percent giving their applause to LinkedIn.

Those figures suggest that the low ROI is linked to pricing. Blackledge also pointed out that the respondents to his survey commented that some of the downsides of Twitter’s social media marketing tools with regard to advertising value proposition were “high minimum ad spend” and the “cost of campaigns”.

This year is supposed to be a defining one for Twitter, as its numbers and usage continues to grow. It will be interesting to see how today’s figures compare to those that will be generated later on in 2014 or those at the same time next year.