Dive Brief:
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Marketers using Twitter can now target shoppers based on their mobile companies and specific devices.
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Twitter users have been on mobile for a while — the social network’s 140-character limit is based on early text limitations — and 80% of users tweet on mobile.
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Twitter tested the new capability with T-Mobile, a carrier that has disrupted the mobile market with a series of new policies and is gaining new users. T-Mobile said it was able to make sure tweets landed with new and existing customers.
Dive Insight:
This streamlining of options for marketers will allow them to optimize their efforts according to which mobile carrier and phones they're using. This provides an especially key opportunity to capture shoppers’ attention in those moments when they switch carriers or upgrade their devices.