In case you haven’t heard, Twitter plans to go public with an IPO sometime in 2014. Cheekily, they made this announcement in a tweet. Now they are under intense pressure to prove their value. How can Twitter be profitable? Can it grow? Can it help business? How will it attract advertisers? With a recent blog post, Twitter has set out to prove that tweets drive offline sales.
Twitter partnered with Datalogix to determine the impact Promoted Tweets (and tweeting in general) had on offline sales. Despite the surging popularity of social media with businesses and their consumers, 94% of purchases in America are still made offline, according to the U.S. Census Bureau.
So how can businesses use Twitter to impact their offline sales?
Promoted Tweets, according to Twitter.
The logic is fairly simple but execution is key. Tweeting is about condensing any idea or action into a message of 140 characters or less. The people that see those messages have just become a branding audience and, in most cases, the goal is to move from branding to action. You want people to act on the information or call-to-action you provide.
When 35 CPG brands were studied, it was determined that Promoted Tweets (one of Twitter’s advertising products) directly correlated to a 12% sales lift offline. Also impressive, organic Tweets helped push an 8% offline sales lift.
Impressed? Wait, there’s more. (We’re not cheerleaders for Twitter. This just happens to be excellent marketing data that we believe can help our clients achieve great success in social media and gaining incremental sales. You want to sell more, right?)
Twitter’s data also showed that customers exposed to Promoted Tweets bought 29% more than customers who were only exposed to organic Tweets.
Twitter has helped advance the measurement metrics of online promotion affecting offline sales. It is a critical tool for any brand who seeks to grow their business with the inclusion of social media in their marketing mix. Verifiable sales are an element of measurement, just like website traffic, online buzz, or media coverage.
Facebook also had a recent announcement about conversion from online ads to offline purchases. This segment continues to grow and should not be ignored.
It is becoming more difficult for skeptics to deny the importance of social media in marketing. Its importance has been documented for SEO objectives and its genuine dollars-and-cents value is being better quantified every day. If you would like to learn more about effective social media and how it can lift your sales, please contact Arkside today.
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