Coming soon to an AdWords account near you: Twitter-integrated display ads! An article this morning by Douglas Quenqua at ClickZ shed some light on Google’s newest quiet project.
The display ads update in real time with the latest tweet from your account and also include a “Follow on Twitter” button. A click on the main body of the ad – outside of the button area – brings up the advertiser’s Twitter page. Not surprisingly, Google isn’t talking about the program yet, and it’s only available to a handful of select advertisers at the moment. Google may have taken their cue on this from Volvo, who, as Quenqua points out, were the first to integrate Twitter with a display ad in an advertisement that ran last year on YouTube.
Following Google’s inclusion of Twitter updates in their search results and their recently discussed plans to introduce a timeline of archived tweets to show historical trending, this new feature isn’t too surprising. Google’s ads gain relevancy and freshness, and advertisers using both platforms gain a method of integration previously unavailable. This is also an interesting additional way to leverage Twitter for marketing outside of the Promoted Tweets platform.
As a culture, we are subjected to a constant influx of marketing, both online and off, while we go about our daily lives. Most of this advertising is tuned out as irrelevant background chatter. What are you doing to make your company stand out from the white noise of marketing? How do you connect with your customers on their own terms?
There has been a lot of talk recently about the potential of social media marketing, and for good reason. Web users in the United States, (which includes 74% of adult Americans, according to Pew Internet,) averaged over six hours a month on social networks in February 2010. The number of unique, active participants on social networking sites, such as Facebook, MySpace, Twitter, and LinkedIn, has grown almost 30% in the US over the last year. (Further related statistics are available in the full report from the Nielsen Company.) The amount of traffic received by Facebook is nearly equal to Google, who reaches 80% of US internet users. (See article from Hitwise: Facebook Reaches Top Ranking in US.)
What can leveraging this social media power mean for your business? First and foremost, social networks are a platform for incredibly low cost, high return brand awareness; they encourage business transparency and offer an easy method of two-way customer engagement in a forum where consumers already spend a good portion of their time. Social networks also provide a venue for people to hear about your services from a source they trust more than an ad – their family and friends. 60% of customers who are a fan of a business on Facebook are more likely to recommend it to a friend; on Twitter, that figure is 79%. (Read the full study from Chadwick Martin Bailey.) In the past, it could take days or weeks for a customer who had a good or bad experience with a business to tell their friends and relatives. Today they can, and do, tell all of their Facebook friends or Twitter followers in mere seconds. Considering that the average Facebook user has 130 friends, that’s a lot of recommendations – and a lot of potential exposure for your business.
If you aren’t maintaining a social media presence, you are losing out on the most cost effective marketing method available. Furthermore, you are missing out on the chance to connect with your current and potential customers through a means of communication they’ve already chosen and use heavily. If you want to get people thinking and talking about your business and build customer trust and loyalty, social media is the answer.
A new study released today shows that consumer use of social networking web sites is not a youth phenomenon. Apparently now at least half of those living in the United States have social media profiles. While nearly eight in ten teens (78 percent) and 18 to 24s (77 percent) have personal profile pages, almost two-thirds of 25 to 34s (65 percent) and half of 35 to 44s (51 percent) also now have personal profile pages.
Read the full article on WebProNews or go directly to the study by Edison Research and Arbitron, Inc.