Ernan Roman: Twitter: Taking Multichannel Marketing to New Levels
Huffington Post - over 4 years
The Challenge: During Ad Week, Twitter VP Joel Lunenfeld drew a staggering correlation between a user's activity on Twitter and their television watching habits. What could this mean for multichannel customer engagement?
During his IAB Mixx presentation at Ad Week, Joel Lunenfeld, Twitter's global brand strategy VP, shared data that Twitter had gathered about users' brand relationships. According to Lunenfeld, 9 out of 10 users follow at least one brand on Twitter.
While most users followed brands for the sake of receiving promotional news, 87 percent followed brands for entertainment purposes and 80% did so for access to exclusive content.
More interesting, however, was the correlation found between Twitter usage and TV watching habits. "Twitter is the EKG of action for television," said Lunenfeld, citing data that showed 50 percent of Twitter users do so while watching TV. This provides massive opportunities for multi-channel engagement, and brands are capitalizing
Huffington Post article