There is no doubt that Twitter is inching its way to the forefront of effective social media marketing platforms, and the latest change to the way they will allow their advertisers to pay for marketing may very well solidify their position at the front. According to Twitter’s August 7, 2014 announcement, marketers will now be able to use an “objective-based” campaign tool as opposed to the previous cost-per-engagement model.
Time for a Change
The old model used on Twitter made users pay for promoted tweets whenever people interacted with them, but an interaction didn’t necessarily mean more business for promoters. The new model gives Twitter marketers the option to choose when to pay, such as when a user retweets an update or favorites a tweet.
For many social media marketers this change doesn’t mean that the uphill battle marketing on Twitter has finally leveled off, but it may be a good start. The opportunity for businesses and social media marketers to choose how to gauge which interactions drive increased revenues is just another step to engage marketers and drive their market share.
Is Twitter Crucial for B2B Marketing?
According to reports released in March 2013 business decision makers are engaging on Twitter and researchers found that people were 30 percent more inclined to search for a B2B brand after seeing a tweet come from the brand. But engagement in marketing has not been as explosive as with other social networking sites, which leads us to wonder if this new change will be the catalyst they are hoping for.
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