Twitter has released two new ways to target tailored audiences on the platform via its advertising tools: by CRM and by Twitter ID.
With the customer relationship management (CRM) approach brands can now target Twitter audiences based on their existing database of email addresses. Twitter matches the emails in the advertiser’s list with existing Twitter accounts and shows the ad accordingly.
Here’s how it might work:
With the Twitter ID approach, advertisers can create a tailored audience of prospects via information found in user profiles, such as bio, follower count, tweets etc to whom they can show ads. This can be done on Twitter or via its API or certified products, as follows:
Advertisers can also exclude groups of people from their marketing campaigns using these new methods. Twitter has partnered with Acxiom, Datalogix, Epsilon, Liveramp, Mailchimp, Merkle and Salesforce ExactTarget for the CRM product, and the creation of CRM and Twitter ID audience targeting is now available in the Twitter API.
(Source: Twitter Blog.)