Welcome to the Psychographic Targeting Hot House series, a column that originally appeared weekly on aimClear blog. Because of the popularity among our readers, we’ve partnered with Third Door Media, publisher of Search Engine Land and Marketing Land, to bring you this weekly column.
Social marketers who covet placements surrounding events trending on Twitter have new reason to love the paid portion of the channel. Marketers, you’re likely familiar with Twitter’s Event Calendar tool that charts global happenings from sporting events, to holidays, to entertainment (e.g.: The Oscars), even conferences.
Dive into (most of) these events for a high-level data breakdown of that event the past year: total reach, gender balance, device used. Social marketers also have the opportunity to “View more details,” which pulls in tweet highlights, engagement by country, tweet impressions, number of tweets around that event and more.
Marketers will also notice Twitter adds back the “Create new campaign” button in the top right.
By selecting the campaign creation button on this page, Twitter will automatically create a targeted campaign surrounding this event.
Which leads us to the (very) exciting new targeting option in Twitter – Event Targeting! Social marketers who’ve been in the (painstaking) business of scraping handles and predicting hashtags surrounding events have reason to sit back and take it (a little) easier! Marketers can now promote products, services, content, etc. to users engaging with or tweeting about these events on Twitter with a simple selection!
Most large events are targetable and listed for easy exploitation. For smaller happenings, like capitalizing on your local Blues Fest… keep predicting and scraping.
For the rest of you, happy targeting!
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