Perspective

Building a live connection to culture

Twitter CMO’s advice for navigating the new marketing landscape and building authentic connections.

Mobile, social, and apps have rewritten our marketing playbooks with new chapters on messaging relevance, one-to-one brand interactions, and meaningful connections. Connecting with an audience that wants to skip, ignore, block, and tune out advertising is the biggest challenge marketers face today.

Always-on access and connectivity further fuels an opt-in culture where people have infinitely more choice and control over where they place their attention. We’re operating within an unprecedented and rapidly evolving marketing landscape.

Connecting with an audience that wants to skip, ignore, block, and tune out advertising is the biggest challenge marketers face today."

Leslie Berland, CMO, Twitter

That’s why we’re thrilled to launch marketing.twitter.com to inspire creativity, educate, and highlight the truly groundbreaking campaigns that businesses run on Twitter every day. This brand-new site will feature thought-provoking industry perspectives, the latest research, creative best practices, informative case studies, and everything you’ll need to understand Twitter’s advertising solutions.

Our ultimate goal is to help you create an authentic and powerful connection with your audience so you can achieve strong and breakthrough results in today’s vast digital landscape.

Twitter is the live connection.

Today, connecting to your target audience’s passions, emotions, and interests is critical. Twitter is the first place people turn to see what’s happening in the world. It’s where culture happens live and passions come to life. It’s also where people and businesses come to connect to a premium, influential audience through video, GIFs, and Twitter’s entire creative canvas.

Twitter is the first place people turn to see what’s happening in the world."

Leslie Berland, CMO, Twitter

Twitter satisfies a fundamental human need we all have: to connect and share. From small instances in day-to-day life to big events like the Olympics, Oscars, and the World Cup, the conversations that happen on Twitter remove barriers of space and time like never before. Twitter connects us to our passions, drives conversations, spurs debates, and motivates us to share what’s real.

So, why is this important?

Research shows that audiences who are emotionally connected are more responsive. For example, TV viewers who are emotionally invested in a show tend to recall ads they see, on TV and on Twitter — and this drives a response. Of course, relevance plays an important role, too. In an eMarketer study, subjects were shown a variety of ads and it was no surprise that the most relevant and interesting ones received the most positive responses from viewers.

As marketers, we all aspire to surprise, delight, and connect to a global and thriving culture. We're excited for you to use Twitter’s platforms, marketing.twitter.com, and @TwitterMktgSG as essential ways to connect and grow as a marketer. We look forward to your feedback and breaking new ground together — I’m glad you’re here!