AllFacebook InsideFacebook InsideMobileApps InsideSocialGames SocialTimes LostRemote TVNewser TVSpy AgencySpy PRNewser MediaJobsDaily UnBeige

Promoted Tweets Drive Greater In-Store Retail Sales [STUDY]

In partnership with Datalogix (DLX), a company that specializes in measuring the offline impact of online ads, Twitter has announced a new measurement called “offline sales impact” to quantify the effect that tweets have on offline sales for consumer packaged goods (CPG) businesses in the U.S.

The motivation behind the roll-out is the fact that more than 94% of retail activity still happens in the physical world, and retailers need to be able to determine what effect, if any, their Twitter advertising has on those real-world sales.

Datalogix and Twitter ran studies for 35 CPG brands – including, beverages, food, wellness items, household products, and alcohol – to measure the impact of organic and paid Twitter activity on offline sales.

Key findings:

1. Engagement drives greater in-store sales. The studied brands saw a 12% average sales lift from Promoted Tweets that were engaged with, and a 2% average sales lift from Promoted Tweets that were simply seen.

2. Brands’ organic tweets also drive sales. Users who saw a brand’s organic tweets bought more from that brand than those who didn’t see their organic tweets, resulting in an 8% average sales lift. What’s more, that lift number was nearly 3x greater among users who saw 5 or more organic tweets over the measurement period.

3. Followers who see Promoted Tweets buy more. Followers exposed to Promoted Tweets purchased 29% more from that brand than followers reached by organic tweets alone.

Thanks to this new data, brands leveraging Twitter’s advertising platform can tap into measurable sales impact.

(Source: Twitter. Shopping bags image via Shutterstock.)

Mediabistro Course

Social Media 201

Social Media 201Starting October 13, Social Media 201 picks up where Social Media 101 left off, to provide you with hands-on instruction for gaining likes, followers, retweets, favorites, pins, and engagement. Social media experts will teach you how to make social media marketing work for your bottom line and achieving your business goals. Register now!