Effectively using Twitter – like most social networks – can be tricky for brands. Although companies have used Twitter for a long time now for things like customer service, there’s still a lot of unchartered territory when it comes to marketing to consumers on social media. Leading this week’s roundup of recent performance marketing, partner marketing, and digital marketing industry news, reports, and insights, is a selection of brands that at least Twitter believes is getting it right.
Here Are the Marketers Being Honored for Best Use of Twitter
As covered by AdAge, Twitter recently honored the marketers who have most effectively used the platform. The award winners were posted on Thursday and gave some insight into what’s working on Twitter. These are Twitter’s answer to Facebook’s yearly awards, which can offer some insights into what campaigns are breaking through, in general, with their creativity. Twitter awarded brands for posts related to live marketing, which meant seizing on a moment—Twitter’s specialty. Other categories included creativity, customer service, impact and scale.
Three Digital Ad Take-Aways from Web Summit 2016
Web Summit 2016 was unlike the previous years. This year, the conference took place in its new home of Lisbon at the MEO Arena and also coincided with a historical US Presidential election. It wasn’t just IT geeks and data nerds who made up the more than 50,000 attendees this year–the event was positioned as an ideal battleground for those looking to network with investors and industry veterans. As covered by PerformanceIn, here are three key takeaways from the conference that will continue to be much talked about as we finish the year and head into 2017.
Hotels.com Measures The Ways And Means Of Attribution
One big issue with attribution, as it exists today, is that many marketers still rely on last-click. Video also poses unique challenges, since brands sometimes fall back on brand-building metrics rather than performance KPIs. As reported by AdExchanger, Hotels.com is beta testing a solution from DSP TubeMogul, designed to measure more effectively the incremental steps a customer takes before converting. Although Hotels.com has a strong root in performance, not all marketers’ strategies were as evolved.