Twitter explores 'click-to-call' brand engagement tool

It is thought that Twitter is testing a direct response button for sponsored tweets that will enable users to speak directly to brands.

It is thought that Twitter is testing a direct response button for sponsored tweets that will enable users to speak directly to brands.

The ‘click-to-call’ integration will help “generate leads, drive app downloads [and] collect consumers’ email addresses”, says Richard Alfonsi, Twitter’s VP of global online sales.

It is thought the responsive tool is currently under beta testing, Alfonso gave no indication how long the micro-blogging site will be testing, or when the feature might be rolled out.

“Direct response is thinking about the lower-funnel conversion-oriented goals,” he added.

Alfonsi suggested that, when unveiled, the new tool should be an extra for promoted tweets and trends, and should not be seen as a replacement product.

According to Digiday, the move could help Twitter exploit local ad markets, with, for example, restaurants advertising special deals aimed at nearby Twitter users who, if interested, can call quickly and easily via the app to reserve a table.

The plans come shortly after Twitter reported that the average ad rate fell 67 per cent in 2013.

“In the event that cost per ad engagement continues to decline, and we are unable to continue to offset the impact of such decreases on advertising revenue by increasing the number of ad engagements, our advertising revenue would decline,” Twitter said in the report.

Further testament to Twitter’s push to drive ad revenue, it was revealed this week that Twitter has hired former YouTube executive Baljeet Singh to improve the presence of videos on the site and exploit ad opportunities.

This direct response feature is something Foursquare have already adopted and is further proof that companies are waking up to  the potential of responsive designs. Twitter’s ‘click-to-call’ button could be the next big thing, allowing marketers to directly respond with consumers and build relationships along close communication.

 

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