Vanity URLs – Marketers prefer naming short URLs with words associated with the campaign.Most popular URL shortening companies charge a fee to use a custom domain. Custom Domains – Marketers like to use abbreviated short domains (i.e., custom domain) to brand short URLs.Coupled with campaign variables, marketers can better understand which channels perform best. Offline Campaigns – Similar to using a service like CallAction or CallRail, multiple shortened URLs can be created for the same link.That enables them to track the success of a campaign in site analytics services like Fathom and GA. Campaign Tracking – Marketers add campaign variables to the original URL and then shorten it.These changes eliminated the primary need for URL shorteners on social posts, but marketers continue to use them for other reasons. They visually truncated long URLs, and they set a limit for the number of characters that counted towards the maximum characters allowed per post. URL shorteners, such as Bitly, were seen as essential tools when sharing links on social media.Įventually, social networking platforms like Twitter updated how they handled links. They became even more popular when social networks like Twitter launched because long links used too many characters in posts. URL shorteners like TinyURL were first introduced to keep long and unwieldy links from breaking in email messages. Jon Henshaw | | 12:05am CST | Social Marketing
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