The New York Times reports that since 2007, Dell has earned $3 million in revenues directly from Twitter postings, mainly through coupons and word-of-mouth. That might be among the most quantifiable benefits yet demonstrated for marketers using Twitter as a marketing channel.
“Twitter can be used as a form of permission-based marketing to encourage two-way conversation, and brands can use it to create relevant, authentic and transparent communications,” says Stephanie Busak of Bob Evans Farms.
“It can be used to build brand recency, loyalty and is a traffic generation tool in which links within profiles and tweets can direct people to specific areas of a site, microsites and blogs,” she adds.
“We have over 6,000 followers now on Twitter,” said David Tryder of Dunkin’ Donuts. “It’s another place where customers who really care about the brand can have a conversation with us.”
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