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.
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.
Companies may be focusing too heavily on posting and not enough on the message they are sharing.
Among the hottest ways for a business to go about spreading the word about itself, encouraging customer interaction, and advertising its latest news is social media marketing, but just because a company has a Twitter account, it doesn’t mean that they know how to use it effectively for their desired purpose.
In fact, many are finding that businesses are failing to use their Twitter opportunities properly.
The entire purpose of social media marketing is to help a business to solve certain problems. It can be used to raise awareness, build reappraisal of a brand, reduce churn, and reward loyalty. These are all the primary goals of marketing over any channel. Twitter offers businesses a very cost effective way to accomplish these goals – when done properly. Unfortunately, for many businesses, this doesn’t appear to be the case.
Social media marketing efforts are all too frequently focusing on presence, not problem solving.
Among the companies that have been able to break away from that trend is Oreo. Despite the fact that the brand has been around for a century and it has already achieved a high level of recognition there had not been any real relevance to the brand among younger audiences. The marketers at that company took it upon themselves to use Twitter creatively and reach out to that generation.
The Super Bowl last year was a defining moment for the brand, when it took advantage of its advertising spots and Twitter to get the very most out of the power failure that struck the massive NFL event.
Since that time, the brand has managed to keep up a strategy that works to engage with consumers over social media marketing on Twitter. Competitor, KitKat, did not miss this lesson and has since boosted their own efforts over this channel, nor have many other major brands. The positive feedback that they have received has reinforced the belief that this form of mobile advertising is getting through to consumers and is making a difference. Equally, other businesses should be studying those successes in order to determine how they can go about applying it to their own efforts.
