Half of Advertisers Believe Twitter is Effective Marketing Tool

If a company wants to market effectively to a younger audience, tweeting the message via Twitter might just do the trick. It seems like the buzz about Twitter is increasing but media industry analysts can’t agree on whether this service has already had its 15 minutes of fame or whether it will become a major tool in the online marketing arsenal. The continuing debate prompted LinkedIn Research Network/​Harris Poll to survey advertisers and consumers on the topic.frontpage-bird

Surveyed advertisers have opinions that vary by age. Over 4 in 10 ad industry professionals under age 50 believe Twitter will grow quickly in the next few years. About 1 in 5 ad industry professionals believe Twitter will be used primarily by younger people.

However, nearly 7 in 10 consumers noted that they don’t know enough about Twitter ‘to have an opinion’. For consumers over age 55, this percentage increases to 8 in 10.

For now, only 8% of advertisers say Twitter is very effective as a promotional tool while 50% agree the tool is ‘somewhat effective’. Analysts may be correct in suggesting that the marketing industry must do more consumer education to ensure the effectiveness of Twitter going forward. And it's likely the tool will be appealing to a younger audience. But I’m guessing Twitter executives still need to find the best way to monetize the service as well.

[Source: Advertisers Much More Likely Than Consumers to Believe in Power of Twitter, Harris Poll, 7.23.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.