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Twitter Bruce Daisley IAB Mobile Engage

Twitter UK MD Bruce Daisley: Parallel consumption, tappable content and 'channeling the stream' now key for marketers

By Angela Haggerty, Reporter

May 15, 2014 | 3 min read

Brands and marketers must learn to “channel the stream” and target customers in the simplest ways they can to make more of an impact in the online marketplace, Twitter UK MD Bruce Daisley told the IAB Mobile Engage conference in London.

Comments: Twitter UK MD Bruce Daisley

Daisley added that the idea of any brand having consumers’ undivided attention was “fanciful” and said that marketers must consider the wider ways in which customer’s consume their content in order to find a place within it.

“The notion of any brand having undivided attention is fanciful,” he said. “You’ve got to try and provide something more stimulating and briefer than before.”

Daisley said that 80 per cent of Twitter’s 15 million UK users use the social network on their mobiles, while half use Twitter during their daily commute and 60 per cent use it while watching TV. He said that moving forward, marketers must factor “parallel consumption” into their strategies.

Echoing comments he made earlier in the week at the DailyDooh Digital Out Of Home conference, Daisley said that streams of content have become hugely important for users and quoted online publisher Buzzfeed’s view that Twitter has become its “front page”.

In a bid to simplify how users interact with Twitter’s content stream, Daisley explained its move into tappable content and said marketers must think about how they can encourage users to complete an action in the simplest way possible, using Visa’s ‘tap to enter’ competition as an example.

“I guess the critical thing for us is just understanding the mentality of what that stream involves,” he said. “We’ve tried to take the idea of content you can engage in a single tap – you can tweet a preview of what’s on your website and a single tap will take you through to it, it can be used to generate leads.”

“These are free things that allow you to try and turn that stream into a traffic driver.”

Daisley used examples from national media websites – which now regularly use a live stream format for breaking stories – to illustrate how users’ desire for content delivered in streams has been acknowledged by other services.

“Content is moving in this direction,” he added, “channel the stream.”

Twitter Bruce Daisley IAB Mobile Engage

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