At this week's Ad Age Digital Conference, Twitter execs announced a new Follower Dashboard and confirmed georelevant ads. This may be good news to marketers who want to boost their brand mentions among the 140 million Tweets sent on average each month.
AdAge reports that Adam Bain, Twitter's president for revenue, spoke at the event about the value of georelevance, saying it “allows marketers to reach the audience in the right geographic areas.” (Brafton has reported that geotargeted Tweets are a much anticipated feature being tested by the microblogging site.)
Bain also indicated that the Follower Dashboard aims to enhance its georelevant ad offering by ensuring marketers target users in the right geographic locations. The Dashboard will also serve a broader Twitter audience, as it can help brands better understand the informational needs of their followers.
The Follower Dashboard – available to all marketers who work with Twitter on Promoted Products – offers insight on how they've grown their followers over time, as well as engagement levels and followers' other interests.
“Now, marketers can understand their audience and react better to that audience by refining their campaigns,” AdAge quotes Bain as saying.
Understanding Twitter users' interests is becoming a main topic of internet marketing discussions these days in light of other features from the microblogging site that make it easier for users to search by interest and find relevant accounts. Brands should remember to optimize their Twitter content to make the most of these developments.
