Blog: Tag: Twitter
The findings explored in this eMarketer article concern me. That brands are increasingly using social media to reach their audience is great news, but the lack of understanding of the true value of the audience is troubling. Counting the number of “Likes”, “clickthroughs”, and “Retweets” is a reasonable exercise and it does have value, but it cannot take the place of measuring the effectiveness of social content using financial metrics.
And that is where my concern comes in.
Last week we heard the big news that Twitter launched a new advertising network known as the “Twitter Audience Platform” which offers additional ad options to marketers and increased reach beyond the Twitter platform itself.
With today’s multiple choices of channels and devices it’s a rare occurrence that someone is influenced by just one advertisement. As we know consumers today are cross-device and multi-channel – they research on their smartphone while shopping instore, they see an ad on TV and later research more on their tablet, then buy on their desktop. This is the world of modern marketing and why we know last-click attribution is no longer the answer to accurate marketing measurement.