Much Ado About Twitter
First there was radio advertising. Then the television commercial captured America.
No one can dispute that the internet has also radically changed the way businesses advertise. This is an understatement indeed, one that has several layers as businesses and advertisers are not only building their brands by their websites, but also by the obligatory images of Myspace, Facebook, Digg, Twitter and the array of other social media tools that are keeping brands “connected” with their audience.
However, there is another tool interface that is also allowing consumers an ever more connected, and controlled experience to their brands – mobile. While many brands are just now realizing the effectiveness that mobile creates IN CONJUNCTION with their other methods, digital or traditional, many often stop at Twitter as a mode for advertising in the mobile space.
Twitter is currently a media darling, but research shows that only 8% of advertisers and consumers think it is a “very effective” promotion tool, according to June 2009 data from LinkedIn Research Network and Harris Interactive as noted by Mobile Marketer. It’s true that text messaging is quickly becoming the most popular communication channel; over 1 TRILLION texts were sent last year alone. However, when brands, old and new rely solely on Twitter for their mobile marketing needs, it is similar to having a singular focused marketing strategy. Consider this:
CONTROL
Who owns the database – YOU or TWITTER?
Not only could Twitter send your subscribers unsolicited text messages, they could rent your database to 3rd parties. Also, haven’t you heard of many entertainers complaining about false accounts? You have no control or way to contact your followers outside of Twitter.
CONVENIENCE
Mobile Marketing begins on the phone, not the internet.
Twitter makes users go online and create a Twitter account – then find your business – then subscribe. This prevents your customers from subscribing in‐store, in‐venue, or when they see your ad with even the simplest SMS campaigns.
CREATIVITY
When a Tweet is no more than a Tweet
Twitter does NOT support Text‐2‐Join, Text‐2‐Win, Text‐2‐Vote, Text‐4‐Coupon, or any of the other proven strategies to help you build your database. Real text message marketing platforms easily support these and many other fun, interactive features designed to identify, attract, and reward your most valued customers.
COSTS
Free is not free forever
Many often complain about the cost of setting up a mobile campaign when there are free alternatives. Yes, Twitter is free, for now. However, the Venture Capitalists will want to see some profit sooner or later. Twitter may soon begin adding 3rd party advertisements to your text messages and/or begin charging fees for their service. That means you have no control over the additional views (ads) that may be combined with your ad.
As we mentioned before, Twitter, like Myspace, Facebook, Digg and others are TOOLS that utilize the venue of the internet very effectively. Advertisers and marketers understand and rely on more than one tool to reach their audiences. Similarly, mobile is the next venue that brands must really understand and utilize the numerous tools there as well.