What Most Marketers Really Think About Twitter


Credit: eMarketer

For every marketing exec that suggests using Twitter during a brainstorm session, there must be a few others who wonder “what’s the point” — or even more importantly — “what’s my ROI going to be?”

Turns out that only 8 percent of advertisers actually think of Twitter as a “very effective” promotional tool, according to eMarketer (piggybacking on some data from LinkedIn and Harris Interactive). Even more telling, is that just 8 percent of consumers think the same thing. (Click the chart to enlarge).


Tonia Ries

Look at the chart: 58% of marketers think that Twitter is "somewhat" or "very effective". 32% think it is "not that effective" of "not at all effective". (I'm guessing that 10% said "don't know".)

A different headline might be: "Most Marketers Think Twitter is an Effective Promotional Tool". and the article might have said "only 8% are not at all sold on Twitter"

That's what I love about research – it's all about the spin.

There are plenty of case studies of Twitter's effectiveness and more being added every day. The trick is figuring out the best way to use the tool for a given brand or situation.

Social Steve

Twitter, alone, is not a very effective promotional tool, BUT Twitter integrated with other social media tools AND integrated in a complete over-arching marketing plan can be extremely effective. Take a "multiple touch point" perspective to create synergy as opposed to looking for a silver bullet.

Social Steve

Tameka Kee

@dirk I agree. I also think that we're in the early days of defining what "effectiveness" means for Twitter in terms of promotions.

Is it increasing positive brand association? Is it driving sales? Is it staying in touch with how a particular ad campaign is being perceived?

Be interesting to see if the percentage moves upward in the next 6 months.


These are early days.

No one is pointing to the "magic" bullet and marketing format that will guarantee success on Twitter.

In fact, very few people are creating new content/marketing formats for Brands within Twitter, but there is the no-brainer scramble to migrate old ad/content formats to the space from other platforms.

Twitter is a unique space and experience for its users. Concocting new and original ad/brand conversational formats within the space is going to take some trial and error.

It's just a matter of whether these marketers are creative and adventurous enough to create successful campaigns not just replicate formulas from other mediums that don't fit within Twitter (round hole, square peg thing).

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