Twitter's Tailored Audiences
With Tailored Audiences, advertisers are able to show relevant messages to people who have shown interest in their brand away from Twitter.
Say, for example, you own a clothing shop, and you’re running a special offer for new members; discounts, giveaways etc. We’re able to target those who are interested in fashion and have visited your website previously. We then display your relevant message to those you want to capture, by simply sharing browser-related information (i.e., browser cookie ID) through an ads partner*.
Twitter will then be able to match that information to Twitter accounts, in order to show that relevant message.
*Currently only Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick and [x+1] are the ad partners available for Tailored Audiences.
Of course, users can always stop the advertisements being displayed to them and have total control over their privacy choices in their timelines by visiting their account settings, and un-checking ‘Promoted Content’. Not only that, Twitter also supports ‘Do Not Track’ (DNT) so that any browser-related information will not be passed along, should a user have DNT enabled.
There are currently two main options that you can take for Tailored Audiences; CRM and Twitter ID. Below are two images to explain the process behind each:
CRM requires a list of email addresses from your customer relationship management (CRM) database. Email addresses will be matched to information in Twitter in order to show the matched users a Promoted Tweet.
Twitter ID audiences allows you to create and build relationships with new and potential prospects on Twitter. Utilising information such as a users’ bio, follower count, verified status, or previous Tweets allows you to determine who is the most appropriate potential customer. You can then create your own Tailor Audience to show a Promoted Account and engage them as followers.
By using Tailored Audiences, advertisers are also able to exclude specific audiences, again, giving the example of a clothing shop; you could possibly exclude people whom have previously bought items, and try to entice new customers by solely targeting them with specific messaging.
By targeting your demographic this way, as opposed to regular Twitter Advertising, it allows you to communicate to people who are already interested in your brand, and try to entice them with new, exclusive offers or messaging.
Here at Clicky, we offer full management for any online advertising, so if Twitter is something you’re interested in exploring, then feel free to email me or contact us here to find out more.
Source: Twitter blog