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.

Recommended

TeamEurope304

Brands exploit Europe’s Ryder Cup win

Seb Joseph

Luxury watchmaker Rolex and bookmaker Paddy Power are the first brands to exploit the surge in excitement around Team Europe’s dramatic comeback to win the Ryder Cup by launching tactical campaigns to support and congratulate the players.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now