Twitter will allow advertisers to target its users based on their e-mail addresses, a functionality that's aimed at the business-to-business market, writers Alex Kantrowitz. To make the most of this new offering, B2B marketers need to attach content to event and conference hashtags, keep tweets simple and personable, and make use of in-stream promotions. Advertisers can now track users conversions from promoted tweets and this should be used to optimize the spend, writes Kantrowitz.

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