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Ignore the naysayers, 2016 could be Twitter's best year yet

The social media platform is poised to offer advertisers real value – as long as they recognise it’s about content now, not just tweeting

It’s fair to say that Twitter hasn’t had the best press recently and if you look around at the dozens of 2016 advertising predictions you won’t find many suggesting that its luck is going to change soon. But I beg to differ. Yes, it is going through something of a perception crisis, but underneath the headlines the platform is well-placed to have its best year. Advertisers should look beyond the sensationalised doom and gloom to see the real potential on offer, but doing so means rethinking some key points.

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