Why Twitter Excels as a Direct Marketing Channel
Although Facebook offers a large potential reach in numbers, its architecture and culture don't provide a landscape which enables brands to engage with customers and prospects directly. Brands can only engage with fans from their wall or on the walls of other pages. While page networking does offer great benefits to brands, it’s a mass rather than direct marketing method.
Unlike Facebook, Twitter provides the essential components of direct marketing. Included in Twitter’s features are capabilities to build and segment lists and message directly. Used with the right tools and methodologies, Twitter marketers can execute segmented direct marketing campaigns and measure their results.
Brands have the opportunity to measure the long-term influence of Twitter customer relationships by adding a field to their customer database that flags a customer as a Twitter follower. This data can then be used to segment Twitter customers for lifetime value analysis and as a means to personalize any customer communication. By acknowledging the Twitter relationship, you make the communication relevant to the customer, leverage the potential for Twitter to influence sales, and strengthen both the social and sales relationship.
Twitter Campaign Case Study
Inner Architect recently launched a 12-week Twitter marketing campaign with the goal of driving traffic to a Napa Valley winery's tasting room. Using a CRM tool, Inner Architect tracked all engagement efforts, responses and analyzed the results.
Working with a small budget that afforded an average of only 7.5 hours per week, the goal was to generate traffic to the tasting room Monday through Friday only. The winery decided a special offer of a complimentary tasting for two would be most effective at drawing prospects in.
Within the allotted time frame, 260 unique offers were made. These 260 offers weren't mass Twitter blasts into the general stream; they were personalized messages delivered via Twitter’s @mention feature to targeted prospects identified using Twitter search.