We, along with the rest of the online world, have been watching the rapid changes at Twitter unfold, and we’re evaluating if and how to adapt our marketing strategy in response. This thread (yes, on Twitter…) illustrates how the current instability of the platform has directly impacted its advertising capabilities.
While much could be said about Twitter right now, the situation makes for a text-book example of the importance of actively monitoring marketing campaigns and why marketers need to stay adaptive. To maximize campaign impact, it is essential to be aware, active, and agile.
Marketing is more than just placing ads and calling it a day. As marketers, we have to be aware of what is going on in the world and how it may impact our - or our clients’ - brands.
It’s important to remain curious about both the technical side of your marketing efforts and the environment your ads live in. Ask yourself questions such as:
- Is an advertising platform updating its ad policies?
- Are there upcoming changes to the algorithms that dictate how your ads are served?
- Is there a new ad type or platform you can explore?
- Does a phrase or image you used in your ads suddenly have a new meaning in pop vernacular?
- Has a current event impacted how your message is interpreted?
- Has something happened in the world that may warrant pausing your campaign altogether?
None of our efforts exist in a vacuum and keeping that in the forefront is crucial for protecting your brand image and running an effective campaign.
With how busy everyone is, it is so easy to “set it and forget it” with your marketing campaigns. However, it is important to check in regularly to make sure you are getting the results you expected from your campaigns.
The Twitter thread linked above is a great example. Mr. Yang’s company had seen consistently strong engagement with their Twitter campaigns, but that engagement dropped quickly with the recent changes to the platform. Had they not been actively monitoring their campaign, they could have continued to throw away marketing dollars on a tactic that was no longer producing results.
You don’t necessarily need to check your campaign results daily, but we recommend at minimum a bi-weekly check in to stay ahead of any unexpected results.
Despite all the smart planning and analytics that formed your campaign strategy, sometimes a billionaire buys your advertising platform and changes everything. There is no shame in acknowledging what isn’t working (for whatever reason!) and making thoughtful changes to get the most out of your marketing. It’s all part of the process.
Finding it hard to stay on top of it all?
We’re here to help! Mostly Serious can work with you and your in-house marketing team to create strategic and dynamic marketing campaigns that will evolve right along with everything else to maximize your results.