Here you'll find fields for not just location but also
date ranges and even rough emotional sentiment.
However, this all takes time and the key to
successful intent-based marketing is touching
consumers as fast as possible after they've
expressed a desire to buy. That's where
SocialCentiv's patented and proprietary algorithms
come into play.
All of this spells opportunity, provided the
marketer knows the context. For example, there is
a world of difference between someone tweeting
"That was a sick steak!" and "That steak made me
sick!" Automation and algorithms can only do so
much, and at some point, a human is needed to
oversee the process. Is the person who tweeted
talking about going out for dinner, or is she cooking
at home? Is he looking for a vegan alternative, or is
he railing about the cost of beef? For the good
salesperson, just about every context provides an
opportunity for a sale provided the approach is
right.
Speed is the fourth crucial factor. Once a marketer
has, in fact, determined a tweet is a genuine
expression of desire (i.e., "want" or "need"), that
potential customer needs to be engaged within
minutes and with a call to action that makes sense,
such as a coupon, BOGO (buy one, get one) or free
appetizer. If you wait too long, the original poster
may have already made a decision about dinner,
changed his mind in favor of fried chicken, or
maybe even have turned off the phone. (Hey,
stranger things have happened.)
Put all of this together and the engagement results
can be astounding. Generally speaking, when it
comes to online display advertising, the normal
CTR is 0.06 percent. At SocialCentiv, where we eat,
breathe and live intent-based marketing, our
average response rate is 34 percent.
Since we work on a performance-based pricing
model (aka price per click), it means our clients see
an equally high return on their ad-dollar
investment. Plus, we offer managed services and
stellar reporting that frees up the CMO's time.
While marketers must put in some work to learn
how to use keywords and geolocation effectively
on Twitter, the results can be worth it. No other
marketing tool provides the same insight into what
consumers want, and when they want it, than
Twitter.
Your customers are on Twitter, expressing their
wants and needs. If you aren't engaging them on
that platform, you're leaving a lot of money on the
table. As we like to say, SocialCentiv is generating
ROI 140 characters at a time.
Bernard Perrine is co-founder and CEO of SocialCentiv,
an intent-based Twitter marketing firm that drives an
average of 34 percent click-through rates for its clients
in a variety of sectors, including restaurants, events,
food and beverage, and online retailers. For more
information, visit http://socialcentiv.com
Strictly Marketing Magazine May/June 2016
27