Twitter to launch Promoted Accounts
Twitter has plans to reveal its newest promoted advertising product today at the IAB Conference in New York. The social media platform intends to monetize on the desire to gain more followers with the “Promoted Accounts” product. Businesses will have the option to pay to be included in the “Who to Follow” feature, which will increase the brands’ visibility on Twitter and access to a larger targeted audience.
According to an article on Mashable, the plan for Promoted Accounts leaked two months ago, in which the product was being debated in the concept stage. Now, there are talks of Promoted Tweets charging upwards of $100,000 making so it makes perfect sense that Twitter would want to take advantage of the large community of businesses looking to attract more Twitter followers and increase their influence of their product and/or service to their loyal customers. Promoted Accounts will also be algorithmically targeted to users who will be more inclined to follow specific brands.
Wall Street Journal also says, “The popularity of Twitter has fueled expectations that marketers could use the service to target relevant ads to consumers interested in real-time information about breaking events and other topics.” Since launching the advertising products in April, Twitter has signed on more than 30 big-name brands, including Coca-Cola, Virgin America and Starbucks.
“Some marketers say that early results are promising but that advertising on Twitter remains an experiment. Other marketers, including PepsiCo Inc.'s beverage brands and Best Buy Co., who tested out Twitter's new advertising products—some without cost—haven't made new ad buys.”
Twitter already offers Promoted Tweets, in which an individual or company pays to have their messages listed as the first result when a user searches for a term on the website.
Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.