Twitter to survey users on campaign impact

Twitter is to offer brands the chance to survey consumers about the impact of their brand campaigns, the latest attempt to improve its status as a marketing channel.

twitter

The social network has partnered with Nielsen to provide advertisers with data on users’ purchase intent and brand awareness.

Users will receive a tweet similar to a Promoted Tweet asking them to fill out a survey, within the tweet, about the brand and campaign. Results will then be analysed by Nielsen, with findings on campaign impact fed back to advertisers.

In a blog post to announce the tie-up, Twitter’s vice president for brand strategy Joel Lunenfeld, says: “This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter.”

The service is currently being offered to a “small number” of unnamed advertisers, the blog post continues, with plans for a wider rollout in the first quarter of 2013.

The social network has introduced several tools for marketers in recent months including a location-specific promotion service.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here