If you pay attention to digital advertising, you’ve probably heard the big news: Twitter is diving headfirst into retargeting with the launch of a new program called Tailored Audiences.
With Tailored Audiences, it’s now possible to target Twitter users based on their actions across the Web. Using a technique called cookie-mapping, ad partners anonymously transfer a segment of users to Twitter (no personally identifiable information is exchanged). Once the transfer occurs, your segmented audience will be available in the Twitter targeting system and you’re free to use it in your Twitter campaigns. That means that digital marketers now have a number of powerful new options to consider when forming their budgets.
So, when does it make sense to move your dollars to Tailored Audiences? Let’s take a look at a few scenarios.
Example 1: Putting Your Existing Data to Work
One of the nice things about Tailored Audiences is that you don’t have to reinvent the wheel if you don’t want to. Targeting Twitter users who have already visited your site, that is, using Site Retargeting, works great. While some users will tune out retargeted display banners – especially when they run too often – retargeted tweets are sure to grab a site visitor’s attention. It’s not only because retargeting site visitors on Twitter is new. It’s also because you can add personal touches and communicate the brand voice in a way that’s just not possible with banners.
And, remember, you can also use other CRM data, such as the amount of time since a previous communication, in your Tailored Audiences campaigns.
Example 2: Getting Creative
Now, let’s say you do want to reinvent the wheel. Well, that’s possible as well. Tailored Audiences lets you think of retargeting in totally new ways. Maybe you want to retarget everyone who purchased a product on your site with a “thank you” tweet? Or perhaps you want to tweet out an engaging question to everyone who started the purchase process but failed to make it all the way through? Maybe you want to tweet fun trivia related to your product to users who read articles? The possibilities are almost endless.
Example 3: Turning to Search Data
As with Facebook’s retargeting platform, FBX, Tailored Audiences is run through a select group of Twitter-approved vendors. And some of those vendors come to the table with extremely valuable data on the terms people search on Google, Yahoo! and Bing. That means that you can send targeted Tweets to individuals who have searched for terms that are directly related to your brand. And that, of course, means that you can acquire entirely new customers – using the same technology that makes search engine marketing so effective.
These are just three examples. We could go on and on about the new possibilities. In fact, we do go on and on in our latest white paper: Twitter’s Tailored Audiences Handbook: Everything marketers need to know to augment their targeting capabilities in Twitter. Be sure to check it out to get all the details.
About the Ben Plomion:
Ben Plomion is VP of Marketing at Chango, where he heads up marketing and communications. Prior to joining Chango, Ben worked with GE Capital for four years to establish and lead the digital media practice. This led to the development of GE Capital’s digital value proposition and its execution worldwide. The new venture re-energized paid, owned and earned media across 70+ web sites. Ben graduated from GE’s Experienced Commercial Leadership program after completing his MBA at McGill University. Before GE, Ben held a variety of Marketing & Business Development roles in the e-payments industry, while working at Gemalto in London. Ben writes frequently for MediaPost, Digiday, CMO.com and ClickZ. Ben is based in NYC.