A Q&A With Zecco's CEO on its Promoted Tweets Strategy
eM+C: How were the goals of the Promoted Tweets program different from the goals of your other online advertising programs, such as search engine optimization, search engine marketing, display ads, email marketing?
MR: For Zecco, Promoted Tweets is more of an awareness-building marketing channel than a customer acquisition one. It’s an interesting new way for us to expose a broader population of investors to the unique value and investing insight they can get at Zecco. Currently, Zecco uses an integrated marketing strategy consisting of a mix of acquisition marketing, social media, and branding and other communication activities, with the bulk of the focus on customer acquisition via SEM.
eM+C: Can you offer our readers any best practices around using Promoted Tweets?
MR: We've found that tweets that are timely, relevant, of broad interest, and that are educational or add value in a unique way result in the best user engagement.