Friday, 24 May 2013

Introducing Twitter’s New Marketing Tool: The Lead Generation Card

Yesterday, Twitter released details of its new expanded tweet model, the lead generation card: a powerful new tool for companies looking to generate cost-effective leads on-site.

Lead generation cards contain a company’s chosen offer and a customisable call to action button which, when clicked, will send the user’s email address and @username directly to the company. All the user’s information is filled in already, so they just have to click to send it to the company. The whole process is secure, so users need not worry about their information falling into the wrong hands.

Twitter’s new lead generation cards will make it easier for users to show their interest in a company, speeding up the whole process of responding to offers by keeping it all on-site, while also helping companies build up a larger database of enthusiastic customers. Lead generation is of the highest importance to marketers, says Revenue Product Manager Mitali Pattnaik in the announcement post on Twitter’s advertising blog:

Marketers regularly talk to us about their goals, and for many it boils down to one major theme: generating leads, and ultimately driving purchases. 

Companies can use lead generation cards to display offers, to advertise jobs or to promote new products – as long as they are giving users an incentive to send their email addresses and Twitter information, marketers are only limited by their imagination.

Before releasing lead generation cards, Twitter successfully tested the feature with a small number of companies, including Full Sail (@fullsail), New Relic (@newrelic) and Priceline (@priceline), and discovered that the feature helped brands forge “deeper connections with customers”.

At the moment, lead generation cards are only available to Twitter’s managed clients, but they do plan to roll out the feature globally to smaller businesses soon.

What do you think of Twitter’s new lead generation cards?     


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