How to Use Twitter’s New Retargeting Tools on Mobile

Dec 12, 2013

Twitter has recently discussed a new remarketing effort it is launching in the near future. If you own a business, it’s beneficial for you to understand how this new retargeting effort works, and how you can use it to your advantage as a business owner. Essentially, Twitter is using this approach to attempt to take remarketing advertising to mobile devices, a feat that is currently very difficult to do thanks to the absence of cookies on mobile web browsers. But by tracking web-based activity with a person’s Twitter account, Twitter can show relevant links to users on their mobile devices via tweets from companies.

What it Does

twitter remarketing
This remarketing effort allows you as an advertiser to target users who are likely to be interested in what you’re offering. Twitter uses we cookies that users accumulate on non-mobile web browsers and match them with mobile Twitter accounts. This helps the advertiser (and Twitter) reach a group of people who would most likely want to purchase a product or service right where they spend the majority of their time – on a mobile device. By displaying highly relevant ads to users via company tweets on the mobile app, remarketing is brought to the mobile spectrum.

How it Works

If you’re familiar with Facebook’s remarketing advertising efforts, Twitter’s new marketing method works much the same. A person searches for or shops for, say, hotels in Denver. Then, an ads partner of that hotel companyt ells Twitter to add that user to the “In Market For Denver Hotel” group for @hotelname. Then, the user browses Twitter on his or her mobile device and sees a relevant tweet from @hotelname about deals on hotels in Denver. Thus, remarketing is brought to mobile devices through clever ad partnerships and linking online accounts to mobile accounts.

How Can Advertisers Capitalize on the Campaign?

This new remarketing campaign is a great opportunity for advertisers and businesses. The first thing you should to is, of course, sign up for a Twitter account that you’ll use for business, if you don’t already have one. Post information, updates, and deals via tweets to your followers so you stay at the forefront of their minds. Then, sign up with one of Twitter’s advertising partners and coordinate your Twitter remarketing efforts. Companies like Quantcast, Adara, BlueKai, AdRoll, Chango, Dstillery, DataXu, Lotame, ValueClick, and [x+1] are all great affiliates with which you should sign up. The representatives there can guide you through the details and process required to remarket to Twitter followers.

Be sure to do some research on Twitter for business use and what the best methods of attracting fans are. While this new remarketing opportunity will certainly increase business for a large number of companies, it’s still important to follow basic Twitter best practices. Also, make sure your website is optimized for mobile use, as attracting users via mobile apps like Twitter is only helpful if the links you provide lead to websites they can operate and browse from their mobile devices.