Marketers looking for proof their social media is boosting brand metrics will like the new Twitter online marketing effectiveness research tools. Twitter is locked into the battle for the energy and budgets behind brand pages, and this effectiveness research gives an important edge. Here’s why…
Twitter is offering advertisers access to a new tool which it says will provide “better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics”.
The Twitter Survey feature, which is free to companies who have spent above a minimum amount on the microblogging platform, aims to help them assess the effectiveness of their campaigns.
In a blog post today Joel Lunenfeld, Twitter VP for brand strategy, says that the surveys are currently being tested by a small set of advertisers. Twitter plans to make it available to additional partners early next year.
The service is being marketed as an addition to the site’s advertising tools for its advertising partners and is the first to offer brand impact measurement for Twitter.
In his post Lunenfeld says: “With 400 million tweets occurring every day throughout the world, consumers and brands on Twitter have a unique opportunity to listen and engage in a variety of topics and conversations. As marketers invest in opportunities to connect with users through Twitter’s Promoted Products, we are focused on delivering tools to help brands measure and understand the value of those campaigns.
“Brand surveys will appear to users just like a Promoted Tweet — right within the user’s timeline on both mobile devices and desktop. Users may see a tweet by @TwitterSurveys, inviting them to fill out a survey directly within the tweet itself.
“Building on Twitter’s mobile heritage, we’re giving brands the ability to deliver and measure the impact of mobile and traditional desktop campaigns through these surveys. This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter.”
Read the official blog post here
