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Twitter is a micro-blogging tool that allows short messages (called Tweets) of up to 140 characters to be instantly shared with others via the Internet or mobile phones. Like updating your status on FaceBook, it allows everyone within your network (known as Followers) to immediately catch your latest messages and read, reply or comment upon them. It’s a free service that allows anyone to publish their thoughts, ideas or messages to anyone wishing to ‘follow’.
Twitter’s potential for use as a business marketing tool is only just being tapped. But Internet marketers and online business owners are already using it as a valuable device in their overall marketing mix. Clearly, the simplicity of this free service offers business tremendous opportunities. Companies in the US such as Southwest Airlines have used Twitter to build loyalty and increase their high quality of customer service.
Many high profile users are on Twitter. Both Barack Obama and John McCain used Twitter in the run up to the US Presidential Election. It worked for one of them!
Twitter may be the latest zeitgeist Internet based marketing tool, but it cannot succeed alone. If you’re planning on using Twitter for Business, it needs to be another useful tool in the Marketing arsenal of your company. Combined with the other elements of your marketing mix, Twitter can be a powerful promotional tool.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.