Twitter Reducing Some Tweets' Character Limit, and Other Marketing Stories of the Week

by Desmond Wong

Date

February 24, 2013 at 9:00 AM

marketing news

It's no secret that inbound marketing is a fast paced and growing industry, much like the world of technology. Many companies are utilizing the evolution of social and marketing technologies to find new ways to deliver advertisments to their audience. Our social networks are learning more and more about us every day, and online services like Yelp and Google Maps have intergrated themselves into our daily routines.

Marketers have taken notice, and realize that these leaps and bounds in technology make marketing much more effective, too. So this week's round-up will give you some insight into what changes are going on with our social networks, and how new technologies are being used to deliver marketing to individuals in (hopefully) better, bigger, faster ways.

Twitter Now Reducing Some Tweets to 117 Characters, From Mashable

If a limit of 140 characters per tweet wasn’t difficult enough, some of us might have to get used to being even more succinct. As of Wednesday, Twitter has reduced the limit of characters to 118 for tweets sent with a URL and 117 for tweets sent with an https link. This is going to be an important change for marketers to take note of because it could affect any scheduled tweets you created prior to these new limits.

To be a bit more technical, Twitter states that the reduction is due to a change in their t.co link wrapper and how its extends the maximum length of links by two characters. Not that the logistics behind this really matter much to marketers -- it’s just important to know that you should jump back into your scheduled tweets to make sure they comply with these new limits. Read the original article at Mashable.

59% of Top Brands are Active on Instagram & Those Photos Are Shared to Facebook 66% More Than Twitter, From Marketing Land

We all know why we love Instagram and Pinterest -- no one can resist a pretty picture. Recently, however, these social networks have grown to be more than just digital catalogs and photo albums. In the past three months, top brand adoption of Pinterest has risen by 10%, and Instagram by 9%. This is a strong indication that marketers are utilizing the potential of Pinterest and Instagram to build social engagement and expand overall reach.

The study focuses on the growth of Instagram and how their broken relationship with Twitter has impacted engagement. Since the break up, Instagram engagement on Twitter has dramatically plummeted and now, 98% of brands using Instagram share their images to Facebook. Read more at Marketing Land.

ESPN is Now Targeting You Via Online Radio, From Ad Week

It seems ESPN is looking to up their game in the world of digital advertisement through online radio. With over 3 million downloads of their mobile radio app, it makes sense that ESPN has been concocting ways to tap into this audience with some well targeted ads. This new cloud-based ad insertion program aims to target listeners by location, device, age, and gender in real time during live national broadcasts. The company responsible for this new age technology is the online radio provider known as Abacast.

With this new ad serving technology, ESPN will be able to deliver different, targeted ads to individuals listening to the same broadcast during live ad breaks. "Before, it was one stream to thousands of people, and it didn't make sense that we were targeting women with a lot of the ads that were running. Now, hundreds of thousands of people are going to get different ad breaks. You could be in the same car as your friend wearing different headsets, and you'll still be served a different ad than that person," said ESPN digital sudio senior manager Blair Cullen.

For marketers, this is a technological change that could bring online radio into the age of inbound by providing a method of creating targeted and measureable marketing content for an industry known for being old school. Read the full article at Ad Week.

Free Marketing Campaign Kit, From HubSpot

With all the changes in marketing and all the new tools at our finger tips, it's important to be able to align your marketing efforts across all channels in your campaigns. Luckily, we've created a free marketing campaign kit to give you the tools and resources you need to launch and measure a remarkable marketing campaign. The campaign kit will dive into what marketing tools you should be using to plan your campaign, how to integrate these tools into your campaign strategy, and what resources are available to get your campaign started. Download the free marketing campaign kit.

Contextual Content Engine Vurb Raises More Than $1.5M From Max Levchin and Others, From TechCrunch

Even with social media and search engines, it's still a chore trying to compile a bunch of information in one place. For instance, I'm sure many of us have wanted to make a reservation at a restaurant through OpenTable and also wished that it would suggest show times for new movies, buy the tickets, and send us directions without having to open the quadrillion tabs we normally would. Well, start-up Vurb is working on a contextual content engine that connects and compiles relevant information from services like LinkedIn, Yelp, Google Maps, Amazon, and many others in an attempt to unify our internet shenanigans.

Vurb has recently raised over $1.5 million in funding from a number of investors, like Max Levchin. The overall goal of Vurb is to uncomplicate the way to use the internet and its thousands of services by creating a content engine that naturally compiles all the most relevant information we need. This illustrates to marketers how people are tired of searching for products and services they need, and more interested in having those things served up to them based on who they are and what the like. With search and recommendation engines on the rise, marketers should consider how their products and services are positioned and targeted to their audience. Read the full article at TechCrunch.

LOL + WTF = $: An App That Shows Why Videos Go Viral, From Fast Company Create

Ever wonder how you can make the next "Gangnam Style" or "Harlem Shake?" Well TubeRank may have found a way to help you figure out what you need to do to create the next viral video on YouTube. The app was recently launched by Rubber Republic, a London-based content creation studio responsible for a number of viral videos. 

TubeRank is a free app that combines meta data with YouTube video content to show you why a viral video was shared, who shared it, and how many times. The app can provide marketers with specific information about a particular community and how videos perform in these communities based on a share-to-view ratio. This information is revealed by breaking a viral video into a “viral formula” of key elements based on the success of that video. Read the full article at Fast Company

HubSpot's Weekly Marketing Update Podcast With Mike Volpe

Interested in hearing what the CMO of HubSpot has to say about the stories in this week's round-up? Check out our Marketing Update podcast and get the latest inbound marketing advice, tips, and best practices from our CMO, Mike Volpe and his co-hosts. You can also subscribe to this weekly podcast through iTunes ... to start your week off with a little dose of inbound marketing.

What other important marketing stories should we know about? Share them in the comments!

Image credit: CJ Isherwood

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