“Keyword targeting” are the two key words on everyone’s lips at the moment – this is of course in part to do with the fact that Twitter has only just recently launched their own keyword targeting marketing feature amid their own platform. The new feature poses exciting prospects for advertisers and marketers because it allows them to market products and services with loads more relevancy than ever before.

In the context of Twitter, keyword targeting means that we will be able to reach users who are using specific keywords and phrases, combine this information with their location, device and even gender, and then send out relevant promoted tweets into their newsfeed. The feature also works to identify the appropriate tweets that users are engaging with.

Twitter’s example of how it works: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area.

Of course keyword targeting is nothing new and Google have been offering the feature to advertisers for a while now, using the keywords from people’s searches, but for Twitter it’s the next big step in generating ad spend – something the social media giant needs as it strives to profit from its massive user base.

Keyword targeting and recruitment

So as exciting as this concept seems to be for advertisers and marketers who are in quite a frenzy over it, what does it mean for us recruiters? [Read more...]