These days, Twitter is often used as another channel for professional connection -- for instance, if you're a freelance writer, you might use Twitter to gain a following and allow readers to engage with you. Alternatively, as a business, you likely use Twitter for...read more
By Alfred J Nigl, Ph.D. and Dean Grey Although the future of using AI and Machine Learning in social media remains in doubt due to the global data privacy legislation, AI and Machine Learning are still being applied by social media businesses to help them understand,...read more
by Alfred J Nigl, Ph.D. and Dean Grey In a recent paper, the authors discussed how Skylab USA leverages the power of SDT to maximize engagement behavior across its various business units (or planets in the Skylab vernacular). In fact, the very high engagement levels...read more
Most apps are abandoned within the first 90 days; in fact, apps lose 80% of their users by that time and even more striking is the fact that 50% of all users who uninstall an app do so in the first 4-5 days. Another sobering statistic is that half of all apps are...read more
Alfred J Nigl, Ph.D. and Dean Grey Skylab is one of the world’s most robust, white-labeled social media engagement platforms and was created to leverage the principles of the science of engagement. Its scientific foundation seamlessly integrates and operationalizes...read more
Game theory principles and strategies have been applied by a variety of social media platforms as a method of increasing user engagement, satisfaction and motivation. This is often referred to as “gamification” or the application of game theory and gaming technology...read more
Business in the modern age is seismically different compared with even five years ago. Businesses have been profoundly changed by the influx of digital-based processes and systems required to work and grow effectively.
A wide mix of digital technologies has now become integral to most business functions, with software taking over even human-based roles in some instances. Digital transformation will be key to all business growth: International Data Corporation (IDC) forecasts suggest that 60 percent of the Forbes Global 2000 will have doubled their productivity by 2020 due to digitization and the adoption of technology to streamline processes.
With the largest companies in the world and CEOs of all brands seeing growth and digital transformation as strategic imperatives, even the smallest brands should follow suit and embrace the need for all things digital.read more
With a lot of unsold inventory and not enough advertisers to buy it, Twitter is trying to address its demand dilemma.
Over the summer, Twitter began testing a subscription-based ad-buying program through which brands could opt to pay Twitter $99 a month and have the company promote their accounts and tweets for them. Now the company is opening up the program to all accounts in the US and United Kingdom, including businesses and individuals, Twitter announced on Wednesday. Brands that use Sprout Social to manage their Twitter accounts will also be able to enroll, and the company eventually plans to open it up to accounts in Japan.
The program is aimed at businesses and individuals with small followings who are looking to grow their presences on Twitter. “On average accounts will reach 30,000 additional people and add 30 followers each month,” according to the program’s help section on Twitter’s site. The program marks Twitter’s subscription-based ad product, but may not be its only one for long. According to the help section, “in the future, higher price and promotion tiers will be available for people with larger followings.”
Other than a name change to Promote Mode, the subscription-based ad program is largely unchanged from the version Twitter began testing over the summer. It still costs $99 a month. In return for that money, Twitter will still run up to the first 10 tweets an account posts each day (not including retweets, quote tweets and replies) as Promoted Tweets as well as Promoted Account ads. Advertisers still cannot pick which tweets get promoted as ads. Advertisers still can only target their ads based on people’s interest or the metro area or region in which they are located, but they cannot use the two targeting categories simultaneously.
However, some things have changed.
First, participating advertisers can opt to pause their campaigns so that any organic tweets sent while on pause will not be eligible for promotion until Promote Mode is unpaused.
Second, brands that enroll in Promote Mode will still be able to buy ads through Twitter’s self-serve ad-buying tool; if a tweet is promoted by Twitter through Promote Mode and also run as a targeted ad through Twitter’s Ads Manager, the two ads will be treated as separate campaigns, according to a Twitter spokesperson.
Third, Twitter is incorporating Promote Mode into its mobile apps. It’s available through its in-app menu; tapping the icon will open a dashboard outlining how Promote Mode campaigns have performed so far that month. Advertisers can see how many people they reached, how many followers they added and how many people checked out their profiles.read more
Consumers are bombarded by hundreds of competing messages every day, many of which lack any specific relevance to them. As they become more and more fatigued from this excess noise, consumers are becoming more adept and emboldened to tune out all of a brand’s marketing efforts if they miss the mark.
In fact, a recent study showed 94 percent of consumers have discontinued a relationship with a brand after receiving irrelevant messaging.
Growth marketers must create “omni-channel relevance” by creating one-to-one personalization that is consistent across all channels and at scale. Inside the Growth Marketer’s Playbook from Iterable, we walk through each of these channels — email, direct mail, mobile, web push and social media — and discuss best practices for captivating your audiences, activating your data and automating intelligent campaigns.
Visit Digital Marketing Depot to download “The Growth Marketer’s Playbook to Achieving True Omni-Channel Relevance.”read more
If the third quarter is a warmup exercise for e-commerce advertisers plotting their fourth-quarter spending spree, then it should be a happy holiday season for Facebook. E-commerce advertisers, on average, spent 20 percent more money on Facebook ads in the third...read more