According to eMarketer.com, high power Twitter users tend to be significantly more responsive to online ads than lower power users (http://www.emarketer.com/Article.aspx?R=1008654). The article showed that people who uses Twitter more than 100 times a month saw more than 1,000 ads, and 20.40% interacted with at least one ad a month. On the other hand, of the users who only logged in between one and nine times a month and saw fewer than 100 ad impressions, only 1.57% the time will they respond to at least one ad. The article further explained ads on Twitter look similar to content on the social network and therefore are theoretically more engaging to users.
What we can learn from the above result is that users uses Twitter as a way to find better deal, both via their own followers and people they follow. To enhance the interaction, marketers should directly offer people who already show interests in the ad and offer them coupon and encourage these group of people to retweet the offer. Perhaps this is an even more effective way to reach target audience than a massive online exposure?
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