As Twitter develops more methods to monetize its platform -- including yesterday’s announced acquisition of social TV analytics company Trendrr and its hire of a head of commerce earlier this week -- Lead Generation cards look like a push on Twitter’s part to maintain a relevant user experience despite its commercialization efforts.
“Lead Generation cards … provide both an incredibly easy end-user experience and verified emails for the marketer,” wrote Ellen Valentine, a product evangelist for marketing automation platform Silverpop, in a blog post. One early user, outdoor apparel retailer Rock/Creek, generated more than 1,700 new email leads in less than a week running a promotional offer with Lead Gen cards.
According to Andrew Foxwell, agency PPC Associates’ Director of Social, Twitter will not stop with this particular ad unit. “The more Twitter can keep people conversing and showing a brand a value of a consumer conversation, the better,” he noted. “This ad unit is a direct answer from Twitter on how they are going to solve the problem of not every advertiser having an ideal mobile experience.”
O’Shaughnessy added, “I think this will be central to the Twitter ads platforms and will go hand-in-hand with the retargeting capabilities they rolled out at the beginning of summer.” She called Facebook an “enormous and profitable direct-response channel” for brands and SocialCode clients. It “makes complete sense,” she said, for Twitter to hone its products to drive leads and sales in a similar fashion.