Twitter and Its Position in Big Data Marketing

There’s more to Twitter than meets the eye, especially when it comes to big data marketing.

In fact, a number of companies are taking advantage of all the data marketing benefits that tweeting provides.

Here are a handful of ways Twitter is playing a big role in big data marketing for companies of all kinds:

Companies Taking Advantage of Twitter

Twitter isn’t just about being social anymore.

A growing number of companies and businesses are using Twitter to reach out to customers while gathering valuable data insights in the process.

Among them:

• UNICEF – The United Nation’s International Children’s Emergency Fund recently started the Lend Your Voice campaign, which encourages celebrities to spread the word about worldwide poverty and homelessness. The campaign’s hashtag has received over 1,500 mentions and 60,000 impressions thus far, which is helping UNICEF track followers and improve future marketing endeavors.

• McDonald’s – Most everyone’s favorite fast food chain uses Twitter to geo-target customers and increase followers. McDonald’s recently began using specific keywords and hashtags to get a better idea of their consumer base in the U.S. and Canada. By tracking retweets and replies, McDonald’s is learning how to better market to its followers.

• American Airlines – To celebrate its 30th anniversary, American Airlines began an AAdvantage Loyalty contest on Twitter. The contest, which gave away 30,000 flyer miles to contestants, gained the airline company 18,000 clicks via Twitter and increased the company’s followers by 70%. The data from the contest also provided American Airlines with tons of helpful marketing information.

As the following article asks, “Is Twitter the next big player in big data marketing?”

Based on the marketing benefits that tweeting provides, the answer is yes.

Here are just some of those benefits:

Twitter and Marketing Analytics

By taking an analytical approach to Twitter, businesses both large and small are leveraging all of the data marketing insights that Twitter offers.

With Twitter analytics, businesses track how many people see their tweets by following impression data.

Likewise, Twitter analytics allows businesses to better understand the success rates behind their paid promotions. In addition, Twitter analytics can break down followers into demographic data, which includes locations, interests, and gender.

When businesses know where a Twitter follower is located and what their interests are, it creates a more effective data marketing environment.

Social Trends

Knowing what’s trending and what’s not is the key to marketing success.

The customer data that Twitter provides allows businesses to pick up on social trends faster and change marketing strategies accordingly.

For example, businesses can use Twitter Trends and other hashtag research tools to discover which keywords receive the most traction. From there, businesses can use that keyword data to optimize their own keywords and hashtags.

Ad Selling

More and more businesses are taking advantage of ad selling on Twitter. With that said, targeting the right followers is the only way ads will find the right audience.

By following data and success metrics such as impressions, retweets, and hashtag mentions, businesses can get more value out of their ad selling practices.

When it comes to big data marketing, it’s plain to see that Twitter is a valuable marketing tool.

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