There’s a huge transition happening in the social media industry that’s pretty exciting. The ability to push the engagement directly to the social interaction rather than having to refer traffic back to your site. Everyone knows that each time you ask someone to click, there’s a drop-off in the response rates.
For a company promoting their products or services on Twitter, making a user go from a sale tweet, to a product page, to an “add to cart” page, to a payment page, to a final purchase will result in higher abandonment. Twitter is helping with some exciting releases of Twitter Cards and the Buy from Tweet button.
Twitter Cards allow marketers to attach rich photos, videos and media experience to drive engagement. Here’s an example of a Player Card:
Connect & discover: The Twitter story in 1:40 http://t.co/TRRiDAbkUR
— Twitter Advertising (@TwitterAds) November 8, 2013
If you’d like to test Twitter Cards out, Igniter – a Twitter Marketing Platform Partner – has launched a beta solution using a content management approach. Marketers can create cards and destination pages without writing code using their interface. Advertisers looking to drive high value outcomes like video views, lead generation, and purchases can now easily create multiple variations to find winning combinations of headlines, images, copy, URLs, and call-to-action buttons.
Igniter’s custom destination pages come with Twitter conversion tags already integrated. These conversion tags enable marketers to track conversions across devices and over multiple visits, which was not previously possible in digital advertising, power lookalike modeling, which significantly boosts the performance of acquisition advertising. and retarget in mobile and across devices.
Buy from Tweet
Twitter is also testing a direct purchase button directly within the stream, an exciting advancement for ecommerce professionals. This isn’t just exciting because of the ease of use, it’s also great because consumers can keep their payment information safely on Twitter and not have to enter the information over and over for every store they wish to do business with.
This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun. Users will get access to offers and merchandise they can’t get anywhere else and can act on them right in the Twitter apps for Android and iOS; sellers will gain a new way to turn the direct relationship they build with their followers into sales.
Despite what you might guess, calls to businesses are not decreasing as investment in digital marketing grows. Instead, the investment in digital marketing has actually led to a dramatic rise in calls to businesses.