Tag: twitter mobile marketing

Mobile apps ad partnership spikes Twitter stock price

The micro-blogging social network has taken a heavy focus on advertising on smartphones and tablets.

Twitter experienced a considerable jump in its stock price – initially leaping by over 6 percent – when it announced that it would be adding promoted tweets on third party mobile apps, as well as smartphone friendly websites, as a part of a broader advertising distribution program that it has now launched.

This new mobile advertising strategy is designed to help to broaden the reach of the social network’s ads.

This will allow Twitter to be able to reach into other mobile apps and websites in order to place ads in front of a much larger number of viewers. It will expand the number of potential ad viewers well beyond the 284 million estimated users who actively use the micro-blogging service every month. The first partners that have joined with Twitter in this advertising program include Yahoo Japan and the Flipboard newsreader app.

There are already thousands of brands that advertise on Twitter and they could now benefit from ads on additional mobile apps.

Mobile Apps - Twitter Stock Price IncreaseAccording to a post that Twitter added to its official blog, “For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience.”

This announcement was made very shortly before the financial results for the fourth quarter were announced by the company. The stock price has been facing some considerable pressure over the last while. In fact, when compared to its 52 week high point that brought it to $67.24, it has faced a drop of a whopping 40 percent. This meant that the 6.5 percent increase that it saw at the initial announcement of its new third party advertising partnerships was an especially welcome change from the direction that it had been taking.

This is believed to be only the start of the partnerships that will be forming between Twitter and various mobile apps and websites around the world. It will be interesting to watch as new applications come aboard and to view the impact that this will have on the stock price over time.

Twitter buys out mobile marketing company from India

ZipDial has now become the social network’s first acquisition from that country, in a sizeable purchase.

Twitter has now made its first acquisition of an Indian company, in the form of a mobile marketing firm called ZipDial, which was purchased for what was reported to be in the area of $30 to $40 million.

This considerably boosts the investment that Twitter has made in India, which has massive growth potential.

ZipDial is a mobile marketing and analytics startup that is based in Bangalore. A the time that this article was written, no terms for this acquisition had been released. However, TechCrunch, the technology website, had been displaying a report that had suggested that anonymous sources had quoted the aforementioned amount for the purchase. The acquisition greatly enhances the investment that Twitter has in India, which is one of the nations in which the social network is currently experiencing sizeable growth.

The mobile marketing acquisition also establishes a new engineering office for Twitter, in Bangalore.

Mobile Marketing Company Purchased by TwitterZipDial was originally founded in 2010. It provides its customers with phone numbers that can be incorporated into marketing campaigns. It works when consumers phone these numbers, but hang up (as a missed call) before they are actually connected, thereby avoiding any charges or minutes usage. In return, they receive a mobile ads via text message, which contain promotions from which they can benefit.

This type of mobile advertising communication functions especially well in areas where cell phone connections aren’t all that reliable, or where they don’t necessarily have access to data connections.

According to the Twitter VP of product, Christian Oestlien, it won’t be long before there will be billions of additional internet users who have come online for their very first time, in countries such as India, Indonesia, and Brazil. He added that “For many, their first online experience will be on a mobile device – but the cost of data may prevent them from experiencing the true power of the Internet. Twitter, in partnership with ZipDial, can make great content more accessible to everyone.”

ZipDial’s mobile marketing platform has engaged almost 60 million users, to date, and boasts hundreds of marketer and brand clients.