Magazine article Marketing

Editor's Comment: Tweets Are Not for Sale

Magazine article Marketing

Editor's Comment: Tweets Are Not for Sale

Article excerpt

It has taken four years, pounds 40m of venture capital and 600 tweets a second from 44.5m users to convince Twitter that it is ready to ask advertisers for their cash. The microblog is extending its tin cup with a commercial strategy that mimics the sponsored listings we're used to seeing on Google.

Twitter's long-awaited entrance into the pounds 38bn online advertising market looks set to happen in the next few months. According to insiders, a Twitter search for, say, 'laptops' would generate a 140-character text ad for Dell or Sony Vaio urging users to click-though to the advertiser's website.

Crucially, these ads will appear only next to search results, meaning that those browsing the microblog will not have their Twitter stream polluted with shouty marketing messages. So, will this softly, softly approach to commercialising the world's biggest microblog work? More importantly, should brands be opening the company chequebook for their inaugural Twitter campaign?

While it may not sound revolutionary, introducing paid-for listings is a smart move by Twitter. …

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