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Tag: Advertisers

Twitter’s Audience Insights
Audience Insights, a valuable and powerful tool from Twitter delivers a lot of useful information about your audience and how best to connect with them.

How to Access Twitter’s Audience Insights

To access Audience Insights, click on the profile picture displayed in the top right corner, which opens a drop-down menu. Click on “Analytics”.

Once in the Analytics section, click on the “Followers” tab..

The Insights

Twitter slices and dices your audience into different categories, showing what percentage of audience fits into which category. To do this, Twitter uses information it gleans from users’ onsite usage, as well as off-site information provided by Datalogix.

The overview at the top of the page tells you the most common interest of a user category, what type of lifestyle they follow, what type of buying style is most common, and their most commonly used wireless carrier.

Other statistics Twitter provides about your audience include:
- Interests
- Consumer buying styles
- Wireless carrier
- Education (highest level completed)
- Marital status
- Net worth
- Household income categories
- Gender
In its blog Twitter provides an overview of the potential power of the Audience Insight tool. “With audience insights, you can easily discover valuable information about your followers and the people who have engaged with your organic Tweets. You can also identify new, relevant audiences to target for an upcoming campaign. Your audience insights dashboard provides aggregate information about user demographics, interests, purchasing behavior and more.”

Audience Insights is now available to all Twitter advertisers and analytics users. Marketers may think that have the appropriate target audience ‘following’ them. Audience Insights can tell them if that is true. Twitter’s Audience Insights helps marketers analyze their audience and its response to their messaging. It gives them important nuggets of information to realign content and messaging strategy as per the current trends and information needs of their audience.

Are you using Twitter’s Audience Insights? Has it helped you learn anything about how to better connect with your audience? Share your thoughts in a comment below.
July 3, 2015
Foursquare Debuts Location-based Ad Targeting
Location check-in app Foursquare just introduced Pinpoint. It’s an ad platform that targets consumers based on where they actually go and builds user profiles with the data it gathers. Foursquare co-founder and CEO Dennis Crowley said, “We want to help solve the problem of how to connect users from the digital to the physical store.”

The Pinpoint website describes the newly launched platform as a “full-service advertising solution powered by the world’s most accurate location intelligence available.” Pinpoint utilizes Foursquare’s first-party location intelligence as well as third-party GPS information from other apps and publishers. By slicing and dicing raw data Pinpoint identifies consumer behaviors. This adds context and clarity to the mass of data.

No holds barred digital advertising, anyone?

“Foursquare helps you find places you’ll love, anywhere in the world,” as the tagline goes. Forty-five million registered users seem to agree and swear by this check-in app. Foursquare also helps digital advertisers zero in on (or, pinpoint) location, the Holy Grail of mobile advertising. Using the Pinpoint platform advertisers target Foursquare and non-Foursquare users based on where they have been. The service is not limited to Foursquare apps alone, an important point.

Foursquare should soon be able to sell ads across “a verified ecosystem of apps, exchanges and publishers”, according to a company statement. This means that in all likelihood the local search app will partner with third parties, augmenting what is already an enviable location database.

What ad-men need to know about Pinpoint?
- Your Data – Foursquare’s six years of first party location intelligence made fully available
- Your Ambit – precisely target consumers based on where they go in the real world
- Your Canvas – reach consumers worldwide using an accredited ecosystem
- Your Edge – create custom audience segmentation and targeting using Foursquare’s developed data
- Your Competitors – High profile launch partners like AT&T, FedEx, Samsung have already on-boarded
Advertisers go to Foursquare for decision-grade data based on real-time user check-ins and movement. This is bound to add more impact to online advertising and drive more in-store sales. Advertisers can identify the best neighborhoods that have the best customers for specific products or services and accurately target digital advertising in those particular neighborhoods to drive higher demand, conversions and a better return on advertising spends.

At Position² we call this business intelligence powered by decision-grade marketing and sales data.
April 17, 2015
An App to Manage Your Facebook Ads
Facebook has come a long way. What started as a university dorm room project has become the go-to social networking platform for one sixth of humanity. Today Facebook boasts an ad community two million strong, and counting. To address the needs of this advertising community, Facebook has rolled out an app which is sure to make life more flexible.

This mobile app, currently available only on the iOS platform for the US market, helps advertisers create new ads or monitor current ads, and makes managing Facebook ads much easier than ever before. It’s called Ads Manager App.

App-to-Manage-Facebook-Ads

Tasks that you can perform with the Ads Manager App while on the go include:
- Monitor your ad performance
- Tweak your live ads
- Increase or decrease budgets
- Change ad schedules on the fly
- Receive push notifications
- Start a new ad campaigns
Two Million Strong Indeed!

Facebook recognized all the small- and medium-size business enterprises that have ad campaigns on their platform, and paid homage to them with a thoughtful and inspiring ad that ends with two big words from Mark Zuckerberg: “Thank You”.

Facebook illustrated an international mix of entrepreneurs who actively contribute to the global economy in their own ways while at the same time providing useful services and jobs in their own communities. The Ads Manager App is sure to be of benefit to all those entrepreneurs and, Facebook hopes, to the 1.3 billion strong Facebook user community as well.

Let us know what you think of this new Facebook app for advertisers!

Contact Position² to deploy B2B advertising campaigns on Facebook!
February 27, 2015
Twitter Buys a Creative ‘Niche’ Company

On February 11, 2015, Twitter acquired Niche. Twitter believes in giving its users the widest variety of tools to create, distribute and manage compelling content on the web. Thus it sees value in Niche as a way of feeding the use of its online services. It can also boost Twitter’s bottom-line since there are a lot of synergies between its own Vine platform and Niche.

‘Niche’ with a tagline of ‘all the world’s creators, in one place’, was founded in the fall of 2013. It is a video sharing platform that helps creators, artists and social media influencers to connect with advertisers online.

Niche today boasts of a community of more than 6000 creative personalities like comedians, photographers, artists, foodies and fashionistas that have an unfair share of fans across the globe. These are the next generation of Picassos and Steven Spielbergs that are creating a lot of buzz across the visual social media. Niche helps these super creative minds to connect with brands and monetize. Brands like Gap, Warner Bros, American Eagle & NFL have leveraged the creative magic and popularity of these stars.

Niche has taken great care to position itself not as a talent agency but as a technology provider that connects with creators on a campaign-by-campaign basis. Niche offers free, cross-platform analytics to help social media creators to know exactly what is and what isn’t working.

Nash Grier, a Vine super genius making branded videos for MTV, Virgin Mobile, et al is pulling in $4,166 per second not far behind Robert Downey Jr. raking in $5,827 per second on the sets of ‘The Avengers’, the highest for any actor in the world!

With the Niche acquisition, Twitter can now scour for talent on the web with its vast reach and deep pockets. This would also appeal to advertisers on Twitter who are looking to reach out to a younger demographic.

Contact us to give wings to your creative aspirations on the World Wide Web now!

February 13, 2015
Digital Marketing in 2015 – Concentrate on Data Quality
As digital marketers we are in the midst of a data deluge that seems to overwhelm us if we are not accustomed to efficiently dealing with it. This makes the quality of data that we collate all the more important. A recent survey by Google has shown that over 56% of its online ads are never seen. Unfortunately digital marketers were never too concerned about data quality. 2015 might just be the right time to delve deeper into data mining.

Big data has been getting all the right attention but there is an overabundance of it (of course that is where it gets its name from!). Getting intimidated by big data is clearly not going to help you in any way. Concentrate on only that portion of big data that makes sense to you. Create personas of your customers using the newfound knowledge. But there are a lot of impediments when it comes to making sense of the data that you collate from various sources.

Consumers are cagey about their social and mobile data falling into the wrong hands. Digital marketers need to provide compelling reasons for users to part with their valuable data. Providing quality content to your users is one sure shot way of achieving this. While soliciting user information do ensure that you have a mandatory email field and the rest of the fields can be kept to only the bare essentials so that users don’t type in bogus information.

High quality data today is any digital marketers’ dream come true. It can be used to create highly sophisticated and accurate customer profiles within marketing software that you deploy. Thus, it is imperative that you ensure the databases are built around reliable data as the first step towards creating better marketing campaigns. This is highly useful in executing targeted and personalized messages to customers.

Remarketing – The Holy Grail

2015 will see a lot of action on this front. All the tools needed to deploy highly effective digital remarketing already exist. For the uninitiated, remarketing lets you show your ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes it one notch higher by helping you to advertise only those products or services that users have previously viewed on your website or app. But all this needs the underpinning of quintessential data on consumer browsing habits.

Some of the obvious benefits of remarketing are –
- Targeting consumers when they are most likely to buy
- Catering to a tailored list of consumers like ‘shopping cart abandoners’ that provides you insights on what exactly to advertise and to whom
- It is possible to create a greater impact with your advertising the second time around
Now to satiate your quest for remarketing or targeted advertising, you have a range of marketing automation software at your disposal. Take this quiz to find out how effective is you digital marketing strategy and if marketing automation software can actually help you.

Hope you corral, cull and corroborate high quality data to deploy highly effective digital marketing campaigns in 2015!

Contact us now for Integrated Digital Marketing campaigns to get the best ROI for your marketing spends!
January 5, 2015