Marketing's New Key Metric: Engagement
Brooklyn, NY (PRWEB) June 17, 2009
Pontiflex , the first open and transparent cost per lead (CPL) market, today announced a way for advertisers and agencies to build and grow lists of Twitter users easily using transparent Cost-per-Lead (CPL) advertising. In addition to basic user information like name and email, Pontiflex's newest platform allows advertisers to capture Twitter handles of consumers who have opted-in to being contacted by the brand. Advertisers can then "follow" users on Twitter to better understand their concerns and also ask users to follow their brand to continue building the consumer/brand relationship.
Advertisers can run ad units through Pontiflex AdLeads on a wide variety of premium publishers like Boston.com, Monster.com, Orbitz.com and Babycenter.com. Using a form embedded inside the banner and direct response creative, users can choose to enter basic user information like first name, last name and Twitter handle. Users stay on the publisher's site during this process and their information is transmitted to the advertiser in real-time through Pontiflex's back end technology. Advertisers can then "follow" the user and reach out to them directly. Advertisers pay only for leads that have submitted their information - not for wasted clicks or impressions.
"Marketing is moving from a one way monologue to a two way conversation," said Zephrin Lasker, CEO & Co-founder, Pontiflex. "Many advertisers have tried to incorporate Twitter into their marketing efforts but few have done so successfully. This gives brands a very easy starting point for building a group of people who want to engage with them on Twitter. With Pontiflex AdLeads, advertisers can now build a responsive community of users on Twitter, listen to what they are saying and respond in relevant ways."
Over the last year, advertisers have increasingly used Twitter to engage consumers in meaningful and relevant ways. A recent research study by eMarketer estimates there were approximately 6 million U.S. adult Twitter users in 2008, which makes up 3.8 percent of U.S. adult Internet users. Twitter users in the U.S. are projected to grow to 18.1 million by 2010, representing 10.8 percent of U.S. adult Internet users. Companies like JetBlue, Zappos and WholeFoods are using Twitter to engage consumers, react to consumer feedback and provide important, informational updates.
With today's announcement, marketers can easily build out a following for their brand on Twitter, first by acquiring Twitter handles, and then engaging with consumers in relevant ways. Having the ability to "listen" to consumer concerns and suggestions will also benefit brand advertisers who are tasked with anticipating consumer needs.
In recent times, branding campaigns have changed from a broadcast focused approach to an engagement oriented one. A recent study from Forrester Research entitled, "Marketing's New Key Metric: Engagement", emphasizes this shift: "Using engagement, you get a more holistic appreciation of your customers' actions, recognizing that value comes not just from transactions but also from actions people take to influence others."
To view a sample of the creative that can be used to capture Twitter usernames, please visit: http://www.pontiflex.com/twitter. For more information, please call 1.888.877.3947 or email info (at) pontiflex (dot) com.
Pontiflex is the first open cost per lead (CPL) market for publishers, advertisers and technology providers. Advertisers connect to interested consumers through Pontiflex and pay only for specific customer leads, not just clicks or impressions that might never convert.
Pontiflex has redefined consumer lead generation through CPL, the fastest growing segment in online advertising. The company makes advertising accountable by eliminating the traditional guesswork inherent in CPM and CPC models to give marketers leads they can trust.
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