Twitter message can increase brand offline sales by 30%

Sina Science and technology news Beijing time August 9 morning, Twitter announced in Thursday, the company's promotional message (promoted Tweet) can let the brand's offline sales growth of 29%. In addition, Twitter launched a new project on the same day, allowing brands to track the ads they put on Twitter, and their impact on offline sales. Twitter's push to sell offline products is the latest survey by Datalogix, a market research institute, which was sponsored by Twitter and has three major discoveries. First, Twitter users who interact with the promotion of the message are buying more goods. The results are not surprising, because if users push, collect, or reply to a message, they are more likely to focus on and understand what the brand is promoting and respond with enthusiasm. The Datalogix survey found that the participation of Twitter users increased the average sales of dozens of products in the 35 brands surveyed by 12%. But perhaps more importantly, even Twitter users who have just glanced at the promotional message but have not responded, have bought more than 2% of the amount or expense of the product. Second, Twitter users who are "exposed" to their own free messages are 8% more expensive to buy than Twitter users without the "exposure" message. The finding is not surprising because Twitter fans are "inherently" selective, but the interesting thing is that when Twitter users see 5 and more than 5 Twitter messages, their willingness to buy is almost 300%. "According to the findings, brands can grow their offline products by actively building a fan base and interacting with fans often," said Ameet Ranadivé of Twitter, Amit Lannadive. "Third, among the brand's Twitter followers, the number or cost of products purchased is nearly one-third more than the occasional Twitter fan who sees the brand promotion message. This discovery is of great importance to Twitter. Typically, the brand will only be based on data-driven results to determine the return on advertising on the Twitter platform (ROI). First, the brand needs to appear on Twitter to slowly accumulate popularity. Second, brands need to buy Twitter messages to maximize the impact of their brand, and maximise the growth of offline sales. Through the study, Twitter has shown that by leveraging the tools provided by Twitter, the brand itself can assess the impact of Twitter ads on its offline product sales. At present, the service is limited to U.S. consumer goods companies. Still, we can make a full assessment of the effectiveness of the Twitter advertising tool. Famous American food public"For us, Twitter's latest research is valuable, and we are a step closer to assessing the impact of sales through social activities," said Bonin Bough, vice president of Mondelez Analysys. Many of our brands, such as Trident, Oreo and Wheat thins, are active in the Twitter ecosystem, and as Twitter can now assess the impact of online social activities on offline product sales, We can measure the link between our paid Twitter campaigns and the sales of physical stores. This is an important step on the road to assessing the power of real-time marketing. "(sailing)