Three years ago, Twitter was barely known outside the geeky confines of San Francisco. Today, it’s a marketer’s dream: a free service with an audience of nearly 125 million people, who use it to keep tabs on friends, celebrities — and their favorite companies. Co-founder Biz Stone explains what’s happening, where it’s headed, and how entrepreneurs can take advantage.
According to a study by comScore and ValueClick Media, the display ad placement strategy with the most brand lift is retargeting.
While display ads may once have been considered primarily a direct response vehicle, and many marketers still rely on measures of declining clickthrough rates as primary display metrics, studies have shown that banner ads provide an important branding vehicle and should be considered as such. Given the cost, reach and effect of various display campaigns, retargeting provides a large benefit with reasonable costs.
Facebook’s founders are reportedly not very thrilled with the angle of either Accidental Billionares or The Social Network, and have challenged some of the facts in the story they tell, so it’s interesting that Sorkin claims to empathize with Zuckeberg.
As is the case with most film versions of true stories, the facts aren’t all straight. Since the film is a work of art and not a documentary, that old Pablo Picasso quote might apply: “Art is the lie that tells the truth.” And Sorkin’s first objective is obviously to entertain. Sorkin explained his approach thusly