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Narrow Helps Marketers Target Audiences on Twitter


August 15, 2016

Businesses know that their marketing efforts on social media can make a significant impact on their market performance and revenue generation. As brands grow, it is necessary that they spend more time on social media to connect with customers through promotions and problem solving. This places a heavy burden on even the most skilled of companies.

Now, to their fortune, brands can look to third parties such as Narrow that offer marketing automation software that works specifically for social media. Narrow focuses on Twitter users; it helps companies identify their target audience through keywords and hashtags used throughout the Twitter platform. It gathers relevant information about those users to inform marketers about the types of people their advertising messages must reach. Moreover, it allows marketers to control more than one Twitter account at once – as many as 30 in total – and automatically send messages to users as necessary from each account.

Recent analysis of Narrow at the Tech.co blog notes that third party services like this can help businesses refrain from overstepping their bounds. Marketers know that automating their marketing efforts can lead to trouble if they are not careful. In particular, automated systems that send messages en masse may run the risk of being labeled as spam. Twitter will not hesitate to flag suspicious accounts, so businesses must be careful to keep their automation within reasonable levels.

Part of automation control can come in the form of targeted marketing efforts. Marketers may be more willing to send a glut of messages to users if they don’t discriminate between groups of people. However, brands that focus their efforts on creating specific messages for smaller groups of individuals may find that their overall send rate will go down because they do not blanket the entire Twitter user base with generic content.

Narrow, as one might guess from its name, helps this style of target marketing by determining which groups are most interested in a brand’s products. Narrow’s software is powerful enough to see which keywords and hashtags spread across the entire Twitter user base; it then breaks down the total spread into usable groups of consumers. Marketers can then more easily create campaigns that address the wants and needs of Millennials vs. Gen-X, men vs. women, or individuals vs. businesses.

Everyone benefits from this type of situation. Businesses can still automate their efforts and rely on Narrow to keep them out of Twitter’s watch list. Customers can see messages from brands that relate to their own experiences. When used properly, brands can extend their reach into social media and hope to gain consumers while also making their marketing efforts easier because they find greater direction from within Narrow’s analysis of their audience.




Edited by Alicia Young

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