The Pontiflex Blog

Where Twitter fits in your online marketing plan

August 24, 2009 at 11:57 am Arun Krishnan 1 comment

An article in ClickZ.com shows that brands are boosting sales with Twitter campaigns.

Dell has driven sales in excess of 3 million in sales since the inception of its Twitter campaign in 2007.

Moonfruit offered users a free Macbook Pro simply for including a #moonfruit tag in their Twitter posts (Twitter allegedly removed the tag from its trending list manually) . The ROI from the camapign was in excess of 200%.

So where does Twitter fit into an online marketing plan?

It is an engagement vehicle — and should be part of your broader arsenal of engagement vehicles — along with email newsletters, Facebook groups, branding widgets, loyalty programs and e-newsletter efforts.

As highlighted by this Forrester Research report, “As consumers’ trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement…”

So instead of a one message fits all approach, marketers need to focus on building a large and engaged community of consumers for their brands that they can engage in unique and relevant ways.

One of these engagement channels is Twitter. (You might remember this piece by Pete Kafka in AllThings D earlier this year, explaining just how marketers can use transparent CPL advertising to build a Twitter community, and pay only for acquired Twitter usernames.)

To sum up this post in less than 140 characters “Must build Twitter community….”

Entry filed under: Lead Generation, Online Advertising. Tags: .