What Happened
Twitter has rolled out a new targeting capability that enabling advertisers to target site visitors that are more likely to become customers based on their past behaviors. Aiming to give brand advertisers a way to run a more efficient campaign, the new targeting feature allows brands to only spend money on reaching customers who have not only visited a website but also performed a specific task, such as signing up for newsletters or making a purchase.
What Brands Should Do
It would be smart for brands and e-retailers that are running Twitter campaigns to take advantage of this behavioral-based targeting option and focus their budget on customers that are more likely to convert. As social platforms like Twitter continue to improve their targeting capability, brands should learn to effectively use the tools available to reach their target audience on social channels.
Source: Marketing Land