With Twitter’s ninth birthday this week Jay Revels, managing director of Marin Software, APAC, says the platform has finally got things right and has become an essential tool for brand and reputation management.
The ninth year in Twitter’s timeline means more than an extra candle on their cake. As the social media platform approaches almost a decade in age, it also marks the early days of Twitter’s maturation as it monetises its promotional activity and embraces the brands and figures that support it.
Back in 2006, the Californian start-up didn’t know they were launching a platform that would open a two-way communication outlet between major brands and figures, fundamentally changing the way marketers communicated with customers and vice versa.
Part social, part information network, Twitter’s fast moving live feed leveraged real time events in a way no other technology had before, paving the way for digitally savvy agencies, public relations professionals and marketing practitioners to keep their brand top of mind – at the right time.
As genuine, two-way conversation opportunities emerged between customers and brands, campaign marketers and public relations professionals rejoiced; while suddenly reputation management practitioners had another job on their hands: coaching executives with little digital experience on how to have a genuine conversation with their customers, in the right tone, at the right time.
SEO and digital marketers learnt, quickly, finding and discovering brands no longer began at search; discover and referral was suddenly a part of the mix. In house and agency side capabilities were growing – fast. Monitoring mentions, tracking sentiment, managing, composing, creating content, native advertising began to become common language amongst agencies and those who didn’t have a digital arm or experts under their roofs began aggressively recruiting.
Mobile usage soared. Twitter was quick to embrace mobile, something Facebook admits it took longer to do. Smartphone adoption is a key reason Twitter will continue to grow in the years ahead; mobile already accounts for 85% of Twitter usage and 85% of all its ad revenue.
All of this appears to have been achieved without upsetting existing users – its hard find any evidence that ads are creating Twitter quitters. Growth of new users has slowed, but Twitter is still on course to hit 400m users in March 2015.
Overall Twitter ad revenue increased 97% (Feb ’14-Feb ’15). The medium has become a highly attractive advertising outlet for brands and Twitter has worked hard to attract brands by broadening its advertising options, opening up more audience data and launching new capabilities to reach users, including pinned tweets and Vines.
In the US Twitter is trialling a ‘buy’ button; something the Australian market eagerly awaits. These commercially minded moves are important for brands, who might otherwise fear their message could be drowned out by the sheer volume of noise on the platform – over 9,000 tweets are posted every second.
The question for marketers is how they’ll use data and the increase of mobile consumption to their advantage moving forward to remain competitive. We have seen this evolve over the years; currently we measure, manage and optimise $7.2B in ad spend across web and mobile devices. From March 2015, advertisers can use Marin Software to manage Twitter ads for clients, alongside other social marketing channels like Facebook.
The software also contributes partly to changing attitudes between journalists, media and consumers, but also to the changing media landscape as a whole (potentially also attention spans). From 100 million tweets posted per quarter in 2008 to 50 million tweets per day in 2010, Twitter now boasts over 284 million active users.
Remember, it took eight years for Twitter to become profitable; 2010 was the year of promoted tweets; two years later ad spend on mobile overtakes desktop advertising; and in 2015 – 1 billion tweets.
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]