CIOs who want to create beloved mobile apps will need to do things that are highly unusual in IT: Go on sales calls, ride along in the service trucks and watch consumers talk in focus groups about what they hate about your business.

Anyone who has even breathed in the vicinity of a website redesign knows that there is no more perfect time for every single site user to say exactly what they think about the terrible, horrible changes that never should have been made in the first place.

Twitter?s new ?promoted video? ad product, which it recently began testing across its platform, allows marketers to insert video clips into users? feeds and only pay when users tap or click to watch them.