‘Buy’ on Twitter: Will Marketers Love It?
Well, it's official. On July 7, Target Marketing ran "Is 'Buy Now' Twitter's E-commerce Future?" Apparently, it is. On Monday, Mashable ran "Twitter Officially Begins Testing 'Buy' Button." (With a less exciting headline, Twitter made the same announcement, "Testing a Way for You to Make Purchases on Twitter."
@AndrewAndPete reacted with glee on Monday on the social media network/e-commerce site.
"This is going to be awesome! … #marketing #exciting," tweets the account of the U.K.-based marketing twosome who "help micro businesses understand how to do more with their marketing."
Twitter directs the language of this blog post at users, providing directions to buy three paragraphs down.
"In our test, an entire purchase can be completed in just a few taps," writes Tarun Jain (@tarunkj), Twitter group product manager. "After tapping the 'Buy' button, you will get additional product details and be prompted to enter your shipping and payment information. Once that's entered and confirmed, your order information is sent to the merchant for delivery."
Mashable elaborates on the benefit to marketers.
"[Nathan] Hubbard [head of commerce at Twitter] acknowledged that improving ROI for marketers and [boosting] revenue through transactions are both goals of the commerce strategy," writes Mashable's Seth Fiegerman. "That said, he stressed that Twitter isn't thinking about monetization in the 'short run.' If Twitter does a good job of connecting sellers and users, he says, 'the monetization opportunities will be pretty clear.' "
In Twitter's blog post, Jain names nearly 30 brands testing the "buy" button:
- Beartooth (@beartoothband)
- Brad Paisley (@bradpaisley)
- Burberry (@burberry)
- Dan+Shay (@DanAndShay)
- Death From Above 1979 (@dfa1979)
- Demi Lovato (@ddlovato)
- DonorsChoose (@DonorsChoose)
- Eminem (@eminem)
- GLAAD (@glaad)
- GLIDE (@GlideSF)
- Global Citizen (@GlblCtzn)
- The Home Depot (@HomeDepot)
- Hunter Hayes (@HunterHayes)
- Kiesza (@kiesza)
- Keith Urban (@keithurban)
- The Nature Conservancy (@nature_org)
- Megadeth (@Megadeth)
- Mike Stud (@mike_stud)
- Panic! At The Disco (@panicatthedisco)
- Pharrell (@pharrell)
- Paramore (@paramore)
- (RED) (@RED)
- Ryan Adams (@TheRyanAdams)
- Soundgarden (@soundgarden)
- The New Pornographers (@TheNewPornos)
- twenty one pilots (@twentyonepilots)
- Wiz Khalifa (@wizkhalifa)
- 9/11 Day (@911Day)
Will marketers flock to Twitter's e-commerce option?