Twitter Inc. (NYSE:TWTR) recorded an epic IPO debut due to extra hype built across its potential growth prospective in future. Marketers are somewhat acquainted with micro-blogging site’s marketing capabilities, but, very few are courageous enough to risk investing on its paid products. According to a survey of 953 executives at marketers, agencies and media companies by Ad Age and RBC capital markets, nearly 70% of respondents use Twitter as marketing channel, but, only 46% have invested on Ads on Twitter.
Marketers are still experimenting 140 char site with lower budgets, hence it may take time to for Twitter to evolve and reach the level closer to that of Facebook Inc. (NASDAQ:FB). Hardly 3.7% of respondents reported that their ROI from Twitter marketing has drastically improved in last 6 months. About 53.9% of Twitter marketers claimed null change in their ROI from Twitter marketing in last half a year. Few other interesting findings from the survey are listed below.
- Nearly 70.8% of respondents said that they are using Twitter for marketing (paid +unpaid) their brands. About 12.1% were likely to increase budget significantly in next one year, whereas 36.8% were planning not to risk more cash and remain stagnant in terms of monetary investment.
- Close to 80.3% of respondents were planning to use Twitter for marketing in next 12 months, and about 51.8% agreed to spend 1-10% of their online budget on Twitter.
- Of the 72.9% of respondents who used TV ads, 22.1% had used Twitter in conjunction with a TV ad campaign.
- Nearly 43.9% used promoted tweets whereas 21.2% made usage of promoted accounts and 14.5% of respondents preferred Twitter amplify for marketing their brands on Twitter.
- About 45.9% of respondents cited building brand awareness and sentiments as number one priority for using Twitter platform, whereas 20.5% claimed driving traffic to website as major criteria for using Twitter.
- A mere 5.9% stated Twitter usage as a method to generate sales lead and 4.3% said to sell products.
- Close to 9.9% of respondents actively updated Twitter brand page for building followers and about 8.3% were active for staying in touch with their customers. About 53% of customers on Twitter expect a response within 1hr for brand queries.
- Twitter was born as mobile network, hence, marketers who believe on its advertising ability are bound to invest more on Twitter mobile ads. Interestingly, 72.6% of respondents claimed that Twitter mobile and desktop ads derived similar ROI.
- Hardly 4.3% claimed that mobile ROI was higher, this signifies the need for Twitter to provide desired returns to its mobile advertisers group, as mobile users account for 75% of overall Twitter’s user base of 232 million.