Twitter

Twitter Emerges as a Digital Marketing Tool

Case Summary:

Twitter was founded in 2006 by Biz Stone and Evan Williams. It started as a podcasting (non-streamed webcasting of digital media files downloadable on the internet). In 2007, Twitter’s popularity was intensified when the company introduced its product at the South by Southwest festival in Austin, TX. The Twitter staff received the festival’s award that year. Since that day, the company experienced rapid growth; from 400,000 posted tweets per quarter in 2007 to 100 million posted tweets per quarter in 2008. As of last year, about 65 million tweets were posted each day, and Twitter quickly transformed into a powerful social networking service. Signs like “Follow me on Twitter” are appearing on doors and windows of small businesses around the world. Marketers immediately recognized the company as an effective communications tool for attracting customers, so they started to post their deals and special events on Twitter.

Key Marketing Issues:

* Digital Media Technology– Twitter took full advantage of the podcasting technology because it identified how closely connected consumers are becoming with their smartphones.

* E-Marketing Strategy – The company effectively differentiated between traditional marketing and e-marketing since digital media offers whole new characteristics such as addressability, interactivity, accessibility, control, and connectivity.

* Addressability – Twitter makes it possible for visitors to identify themselves as it encourages them to register for free. Millions of users give out their information willingly, which creates an opportunity for the company to personalize promotions.

* Interactivity – This two-way communication process allows users to directly express their needs to Twitter in response to its marketing communications.

* Accessibility – Twitter authorizes users to access the internet and post whatever they wish from their...