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by Stephen Logan on 15th February 2010
It has been claimed that retailers need to do more than occasionally send out messages on Twitter to successfully use the internet for marketing.
Andrew Girdwood, head of search for bigmouthmedia, explained that while many companies are realising the benefits of Pay per Click services, others are struggling "with internal buy-in or sign-off on Twitter projects".
He stated that as a result of the economic downturn, businesses need "robust ROI projects" before they attempt to adopt new strategies.
"That’s hard to do with Twitter. It can be hard to show value," Mr Girdwood explained.
However, he pointed out that Twitter can also be used as a customer relationship management channel as well as a device for sales and marketing teams, but only if the proper resources are allocated to it.
Research recently conducted by the Internet Advertising Bureau’s Social Media Council found that proving ROI and measurement are the main challenges for marketers when using social media.