The conundrum available at this moment regards how advertising can be gracefully squeezed into Twitter's very low-key style. Indeed, because the site's popularity largely has been based upon how easy it's to construct and consume tweets on computers via compact widgets (synonymous with "apps" for web pages - small functional elements that enable enhanced capabilities or convenience methods) and from handheld devices, a cluttering of glaring and blaring ad muck will certainly cook this goose.
Beyond this, some potential advertisers have indicated their initial desire not to have their products and brands advertised within tweet streams that might include unexpected, unfiltered, and possibly offensive user-generated content.
Even so, the risk could well be worth the reward, as advertisers can access and present their brands towards the millions of "everywhere" users via targeted (that is, smart) relevancy placements; it's practically money in the bank! Considering how fast Twitter has grown, how eagerly it's been adopted by the public, and how readily it has been infused into popular culture, the site's soil is fertile for consumer cultivating - if advertisers approach it carefully, that is.
With regards to the careful cultivation of shoppers, most agree that the best method of advertising on Twitter would be the sort that is barely noticeable. What's that, you say? If it's barely noticeable, why bother?
Here's why: as opposed to the annoying, bombastic, in-your-face fly-out ads you typically find online - that is, they find you and interrupt your surfing with pop-up ads whose "close" buttons are more difficult to find than Waldo among a sea of beachcombers - subtle advertising occurs organically inside a stream of discussion and doesn't interfere with users' Web-browsing experience. It also just so happens to be one of the most effective forms of advertising.
The term that is being used to refer to these more subtle ads is "in-stream" advertising, which implies that "ad tweets" would be inserted into already in-progress tweet streams. Using keyword detection and user preference tracking, advertisers could develop non-intrusive tweets that lead followers to a product, service, or other such offering that is congruent using the discussion at hand.
So, if Twitterers are chatting in regards to a particular band or recording artist, Apple iTunes could insert an ad tweet into the tweet stream with a link to that particular band or recording artist's iTunes store. Those who follow the link could then purchase songs and video content in the artist's iTunes store without disrupting the flow of messaging.
As long as they are not inserted into tweet streams all too often, ad tweets may even infuse additional value into users' Twitter experience. If you fear that the slow introduction of advertising to Twitter will assuredly create an onslaught of merchandising mess, consider how this transition could actually engage consumers even more - provided Twitter has the courage and mettle to keep the plaid-jacket bunch away:
If Twitter customers are free to opt into including advertising content inside their tweet streams, then they'll be able to select the kinds of products and services that are relevant to their followers. As such, people hosting business-centric Twitter accounts can offer recommendations to their followers, likely with converted link-to-purchase transactions earning the referrer some type of compensation (the old affiliate method). By this methodology, tweeters will need to use their discretion when determining the number of ad tweets to opt into, since if they select too many, they'll likely annoy and lose their audience.
If Twitter gives the green light to targeted advertising, an ad bot could read and interpret the keywords and hashtags that account holders insert into their tweets and intersperse relevant ads into users' tweet streams in a meaningful yet unobtrusive way. This is truly significant, since if Twitter goes this route, then account holders can literally assert the sorts of products they want advertised inside their tweet streams.
In by doing this, account holders can maintain charge of their ad content and effectively further deliver value to their followers by enabling ad content that is useful to those who monitor their tweets. Naturally, this method surely wouldn't be error-free, and it is likely that the Twitter team and its advertising partners would need to remain ever-vigilant to assure the ad algorithms don't accidentally place advertisements for Victoria's Secret lingerie amid attorney at law on dairy farming.
Again, don't expect that Twitter's adoption of ad content will be trouble- and tweak-free. However, if we can hold Biz Stone to his word that he is open-minded and willing to make alterations in Twitter's ad strategy as the need arises, then it's likely that Twitter will manage this change deftly. And through it all, you, the business-minded tweeter, are in position to benefit. Of course, you don't have to wait for Twitter's forthcoming adoption of ad content to start applying some astute advertising techniques of your own to your tweet stream.
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