What is the future of Twitter for digital marketers? A year after going public, investors are still unsure. The stock has bounced around considerably. From a marketer's standpoint, what kind of ROI does it drive relative to Google and Facebook, both of which have become absolute staples, largely because of the plethora of data the services provide regarding age, education, marital status, geography, interests, etc. Twitter, by contrast, only offers portions of such data that can be gleaned from tweets and who people follow. A good analogy drawn by the Economist likens Twitter and Google/Facebook to antifreeze and gasoline for a car. Both are viable and necessary, but the latter has far more demand and investment.
It will be interesting to see if Twitter becomes a truly major pillar in the digital marketing ecosystem in the coming years. Or will it become a tool that the true behemoths (i.e., Google/Facebook) fold into their solutions? Only time will tell, but only a lot of growth and innovation will get Twitter to that level, and both are lagging a bit these days.
It will be interesting to see if Twitter becomes a truly major pillar in the digital marketing ecosystem in the coming years. Or will it become a tool that the true behemoths (i.e., Google/Facebook) fold into their solutions? Only time will tell, but only a lot of growth and innovation will get Twitter to that level, and both are lagging a bit these days.
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