Twitter as a Marketing Tool – What do Advertisers really think?

140 characters and let your “followers” know what you are up to! Has Twitter already experienced its fifteen minutes of fame? Let’s find out. Recently LinkedIn Research Network/Harris Poll surveyed 1,015 advertisers from agencies or corporations involved in the advertising decision making process online.

What Advertisers think

Highlights:

• As the common opinion goes, under half, i.e., 45% of advertisers say that Twitter is something is in its infancy and its use will grow exponentially over the next few years.
• 21 %, i.e., 1 out of every 5 advertisers believe Twitter will not move into the mainstream and is something mostly young people and the media will use.
• 17 %, i.e., just under 1 out of 5 advertisers believe Twitter is already over and it’s time to find the next best thing.
• 17% of advertisers say they don’t know enough about Twitter to have an opinion on it.

Divide on Opinions of Twitter

• Younger advertisers are more likely to have an opinion on Twitter than their older counterparts, as only 11% of 18-39 year olds do not know enough about Twitter to have an opinion.
• 20% of advertisers between the age group of 40-49 years and 21% of advertisers who are 50 and older do not know enough about Twitter to have an opinion.

How effective is Twitter?

• Just 8% of advertisers feel that Twitter is very effective for promoting products and ideas.
• 50% of advertisers say it is somewhat effective.
• One-third, i.e., 34% of advertisers say it is not that effective.
• 8% advertisers believe it is not at all effective for promoting products and ideas.

[Note: Percentages may not add up to 100% due to rounding]

Predictions

• Report indicates that advertisers and marketers expect Twitter to grow
• Advertisers feel that Twitter’s effectiveness as a marketing tool will mostly depend on consumer’s education on:
  • What Twitter is?
  • Why they should pay attention to it?
  • Why they should “tweet”?
• Advertisers and marketers can play an important role in promoting consumer education and move Twitter beyond infancy.

Do share your comments on what you think.