Analytics dashboard of Twitter was open to advertisers but last month the micro-blogging site rolled out an updated analytic dashboard to marketers, verified users and Twitter Card publishers. In fact, the company had begun experimenting with opening its analytics dashboard to users outside of its advertisers in June itself.
So, now when Twitter analytics are available to all users, they will be able to see how many impressions each tweet has received (how many times users saw the tweet on Twitter), the number of favorites their tweet has received, how many times others have clicked on their profiles, and the number of retweets and replies on a certain tweet. In fact, the updated analytics by Twitter will also tell them about how many times users engaged with a tweet and what that engagement was.
However, to get access these types of statistics users need to visit analytics.twitter.com. A help page with definitions and guides has also been put up by Twitter. Tweet metrics are updated in real time.
There is a condition anyway that to view these analytics, your account must be at least 14 days old, and you cannot delete, restrict, protect or suspend it. You also must primarily tweet in English, French, Japanese or Spanish.
Although the average Twitter user simply may not care but the feature is certainly useful for brands and individuals who want to better reach a larger audience. People in past have had to rely on third party apps for all Twitter metrics.
The Twitter analytics are yet to integrate with the mobile apps.
Online advertising, also called Internet advertising, is a form of advertising which uses the Internet to deliver promotional marketing messages to consumers. It is in itself an extensive type of advertising that can includes search engine marketing (SEM), search engine optimization (SEO), local online advertising, banner advertising, email marketing, online video marketing, social media optimization (SMO) strategies and other forms of online outreach.
The best thing about online advertising is that unlike the traditional advertising, you can measure it at its every part and can make alterations in it at any point of time while it’s running. So, you can have true value for your money by investing only on the part that’s boosting your business and keeping a check on the part that wasn’t giving any positive result or in simple words was going waste. Besides, online adverting is more targeted, measurable and cost efficient, even small businesses can successfully advertise online.
Whether you are a small business or well-established one, two factors that need your consideration primarily are:
1. Your main purpose(s) for advertising
2. The size of your advertising budget
2. The size of your advertising budget
And! If you have not determined these two factors in your marketing plan, do it before you advertise.
Because! It will help pick your online advertising mix based on those objectives and make trade-offs between advertising prospects according to your budget.
Now, comes the billing methods in online advertising that you must be aware with before you make a decision.
Billing Methods for Online Advertising
CPI: Cost Per Impression/Insertion
CPM: Cost Per 1000 Impression
CPC: Cost Per Click
CPA: Cost Per Action/Acquisition
CPT: Cost Per Time
Most important forms of online adverting and how they are billed
These are always text-based advertising billed at CPC or optimized for CPA.
Display or banner advertising:
This type of advertising that includes static or animated graphic’s ads appearing on various website pages are traditionally billed at CPM but increasingly billed at CPC. But then sometimes they may also be delivered as CPT when it comes to sponsorship ads.
These ads that contain text links to your website provided within webpage content are billed at CPC.
Paid listings (e.g., yellow pages)
Email or newsletter-delivered advertising:
This type of advertising includes graphic or text ads delivered to subscriber lists and are billed according to CPI.
These are again text or graphic ads but then paid on a CPA. Here the action could be anything a lead generation, a sale or even a sign up.
Paid blog postings:
In this type of advertising onetime fee is paid to bloggers who are willing to recommend your products or services, and possibly provide a link back to your website.
There are a few more creative ways to advertise online but they may come with high production costs. For instance, product placements can be done in games & videos, advertorials or engaging rich media versions of display advertising such as video, special flash effects, interactive ads, etc.
Three most basic categories of Online Advertising
It is one of the most cost effective ways to advertise when your main objective is to get specific, immediate results, such as generating sales or qualified leads. As far as the distribution channel is concerned, it is comprised of a few key search engines.
Examples: PPC Advertising, local online advertising, etc.
Graphical and rich media display advertising
This type of advertising helps you in re-enforcing your company or product brand, with the wider range objective of affecting purchasing behavior. Now it entirely depends upon the distribution channel chosen for delivery, as to how much it will cost you, it could be very expensive or very affordable. Other forms of advertising such as newsletter, paid listings, link advertising and paid blog postings can also assist your branding efforts.
Examples: Online video marketing, Social media advertising, etc.
It is a specialized fusion type of online advertising. It mainly aims at increasing sales however the graphic links that include the product logo are often preferable to text-only links. The affiliate advertiser controls the distribution network and determines the commission structure for sales generated by an affiliate member’s site.
Example: Affiliate Marketing
You can always implement two or all three online advertising categories depending on your purpose and budget as the lines blur between them in actual fact.
Google India Managing Director said on Tuesday that Indian Internet users will surpass the number in the US by the end of this year and around 500 million people will be online by 2018.
“Even at the current growth rate, we will have 500 million Indians on the Internet by 2018. By the end of this year, India will become larger than the US in terms of number of Internet users. By 2018, India will have twice the number of Internet users as the US does. Almost half the country will be connected through the Internet,” he said while addressing “Digitizing India” organised by FICCI Ladies Organisation.
He also said that that it took the country 10 years to go from 10 million Internet users to 100 million Internet users. At present about five million new Internet users are being added every month to India and it has now 200 million Internet users.
“A lot of people talk about the last elections (2014 general elections) and how urban India was mobilised using the Internet. We have seen nothing yet in terms of what the Internet can do to every aspect of life, of society and of governance. By the next elections (expected in 2019) almost half a billion Indians will be connected through Internet. In terms of the kind of mobilisation, can you imagine what it can do?”
He also stressed on the path of purchase that has changed a lot in India in last few years and how peple are increasingly using online platform for retail purchase. Talking about the next big technology wave in the world, he said wearable gadgets are expected to take four years to reach a billion consumers.
“Everything is getting accelerated with technology. Every new wave of technology has taken half as long as the previous technology. The next big thing will take half the time taken by smartphones,” he said.
Smartphones took eight years to reach a billion consumers. ”The future is here. Wearable devices are the next big thing. It is taking on computing. All these wearable devices will penetrate across the world very fast, and with it technology will get better and better,” he added.