Marketing Program
Executive Summary
The primary objective of the marketing program, as set out in the twitter Co. profile, is to seek for more clients to use the platform, to set up an inventory of the marketing quality standards and to benchmark in the social media and technology industry; and also promote the branding of the company. Marketing programs have always served as the backbone of any marketing approach of most firms; it encompasses a set of activities that are carefully developed to assist in attaining the set marketing objectives. The marketing strategies of twitter Inc. are basically strategic sales goals that tend to match their strengths and have typically stretched the company in its current progressive situation. The marketing objectives are twitter’s strategic sales goals that are typical to match their competitive strengths and stretches to its current situation. This particular with encompassing the following: the background, analysis and statistics, background of the brand, pricing, promotion, ethics and corporate social responsibilities.
Industry Background, Analysis and Statistics
Social networks have drastically altered the nature of marketing in this digital era, with their popularity still constantly growing based on the current global social media statistics (social media statistics report, 2020). Networks tend to differ in popularity with various demographics, and this is still evolving (Global WebIndex, 2020). It is reported that social media user is currently spending an average of 2 hours daily when interacting the different social media platforms by way of multi-networking across the existing eight social networks and other available messaging Applications. Nonetheless, comprehending the variations in popularity and consumer behaviour and preferences by the use of various social networks is necessary in case a firm is targeting specific audiences. At the start of every year, some companies strive to provide insight into social media. Many countries are actually diverging their operations in regards to social media use and are actively adopting to keep the network in check. Some of the statistics based on the world of social media have been published, some of which include the following: More than 4.3 billion individuals were making use of the internet at the beginning of 2020; active social media users is drastically increasing by more than 8.7%(300 million new users) annually; almost 60% of the global population is currently using the online platform, and trends indicate that more than half of the world’s population will be using social media by the end of 2020.
Figure 1: Global use of social media
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The comparison of the various social networks is best reviewed based on the active use of an account and not just the number of accounts registered. The above chart indicates the overall number of existing internet users, with about 49% of the total number of internet users being active social media users. This statistics indicate more opportunities for future growth and assist in trying to explain why social media users grew actively by over 10% between 2019 and 2020.
Figure 2: Worldwide Use of Digital Media
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Analysis of the regional application of social media indicates the existing more extensive variation inactive social media are infiltrating 70% in Eastern Asia, 66% in Southern and Northern America, and that of Northern Europe decreasing to 58% in Western Europe,5% in the Middle East and 38.5% in Northern Africa.
Figure 3: The Most Widely Used Social Media in the World
The above chart indicates the necessity of messenger applications. Moreover, it highlights the drastic growth of Tiktok to take the place of one of the primary social network. Nonetheless, it has been reported that Reddit tends to have more active user compared to twitter; it has enhanced its advertising programs and is currently considered to be effective by most digital marketers in reaching audiences who typically debate on various activities such as gaming and sports. However, one of the problems that social media marketing faces include peer-to-peer; thus, the brand has to be extensively sensitive to have such demographic use social media. Additionally, the active use of social media tends to influence various purchase decision (GlobalWebIndex social media trends report, 2020). The report further indicates that the younger age groups specifically care while searching for products online via the use of social media.
Twitter Inc. Background, Analysis and Statistics
Twitter is a social networking service in the US on which its registered regular user post and socialize via messages “tweets.” Twitter Inc. has its headquarter in San Francisco, California. Noah Glass developed it, Evan Williams, Jack Dorsey and Biz Stone in 2006. Averagely, twitter has had to register more than 320 million active users monthly. The twitter service has become a primary real-time communication platform as many main events unfold around the globe with the US as its largest market, contributing to a more significant percentage of the firm’s revenue. Additionally, Twitter has indicated a considerable growth hiring over 700 employees, creating upheaval in the career path (Vault’s report).
Content of tweets according to Pear Analytics
San Antonio-based market-research company analyzed 2,00 tweets and categorized them into six groups such as Conversational (37.4%), Pass-along value (8.7%), Pointless babble (40.1%), Self-promotion (5.9%), News (3.6%) and Spam (3.8%).
Twitter usage
Twitter Inc. had been ranked the 32nd most visited website worldwide by Alexa’s web traffic analysis in 2019. Additionally, a statista.com blog entry ranked Twitter as the 10th most used social network due to its dramatical figures of over 310 million monthly visits in 2018.
Brand Background, Analysis and Statistics
Twitter, as one of the social media platforms, tends to present marketing channels in the US. Online users currently tend to encounter advertising on social media consistently. Social media is an essential interaction channel for brands since a brand’s presence on social media networks enhances active involvement by either facilitating the online debate regarding its brand as well as reputation. The leading benefits of using social media for marketing included optimized exposure and traffic as well as lead generation.
Twitter uses the logo printing lockups to indicate an account and a hashtag clearly. In case any business is pairing its logo with Twitter logo, the firm is supposed to use the logo once, in blue and white. The company also allows other companies to apply a typeface that is from the brand. When an individual or a corporate is creating a tweet, it is recommended to use Helvetica Neue Bold for the display name, the Tweet itself, and timestamp, and Regular for the username to match the Twitter product.
Use Twitter to build brand awareness.
Social media has become an area of interest for most firms’ online marketing plans, as twitter can occasionally be too general for particular targeted content. Twitter incorporates hashtags and labels to pinpoint incisive messages and keywords, and enable for hyperlinking to any other additional multimedia such as pictures. Twitter encourages small businesses to have at least a Twitter account which is updated like twice daily to be in a position to build brand awareness. Twitter Inc. is currently assisting various other brands to better comprehend their respective tweet campaign by offering advert’s access to its existing advert response survey tool. The brand survey tool is projected to provide more brands to optimize capacity to evaluate their respective advert performances effectively. Twitter is considered as one of the world’s most popular brand to initiate live online discussions regarding particular events and topics.
Product
References
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