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davepamn | April 08, 2009 04:33 AM | in Technology & Internet

What types of direct marketing scenarios could be launched using Twitter?

Explain how you think Twitter will be used by direct marketing. Provide case studies of the effectiveness of direct market in pulling in customers.

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BEST ANSWER chosen by asker | mrgunn | April 08, 2009 05:27 AM

Twitter is about personal relationships. "Direct marketing" in the sense of sending out a broadcast message, will only go to those following you, and unless you cultivate a relationship with _each_ person, the only people following you will be other people also trying to get followers for marketing's sake. In fact, if someone follows me, and their stream only contains their message, with no evidence of a real person behind it, I block them, coupons or not. I've enough interesting people who do want to interact that one-way marketing messages just get in the way, and pretty much everyone I follow also feels the same way.

So don't think about it as marketing, think of it as building relationships.

It probably confuses you to hear me say marketing isn't possible via twitter, when there are so many people who say they're doing it, but if you look, the people who are actually successful at it are actually interacting with people, not just blasting out their message, so it's not really "marketing" at all.

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I've read that business are planning to integrated nodes on the network. Businesses may use twitter like individuals in the social network. Maybe, twitter will become a more flexible B2B network.

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davepamn | April 09, 2009 01:56 AM

If marketing is not possible via twitter than how did Twitter determine each user in their social network was worth $73 dollars. Is Twitter planning to charge a membership fee? Explain how Twitter can remain to be free for its members.

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mrgunn | April 09, 2009 02:38 AM

I didn't see any story about them pricing each user at $73. Where did that information come from? As I said on the other question, they're looking at real-time search.

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cp24 | April 08, 2009 05:16 AM

It is not a case study but @ssharon provides the best answer on how twitter can be used as a business tool

http://www.mahalo.com/answers/from-twitter/would-creating-a-twitter-account-for-a-small-business-be-beneficial#a3640ef3e45912fc730f6c90edc785db0f02473e25b8678fe143cdc9f316abbbb

-- quote --
I think it would be beneficial if used properly. Updates with coupons can bring in more customers and even personal tweets can increase customer loyalty. It also provides a way for people to provide feedback on your business without the hassle of composing a more formal email.

If I knew what type of small business you are talking about I might be able to come up with some more specific examples.
-- end quote --

This book here provides case study on how business uses Twitter
http://www.amazon.com/twitter-means-business-microblogging-company/dp/1600051189/ref=sr_11_1?ie=UTF8&qid=1239167807&sr=11-1

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