As traffic plateaus, Twitter use remains important issue for digital marketing
Published April 26, 2010
The use of microblogging service Twitter rose astronomically in 2009, but has since reached an apparent saturation point, according to a recent report from eMarketer. The report adds, however, that paying attention to the service's new attempts to monetize itself could pay dividends for digital marketing professionals.
According to the report, "the surge in consumer and corporate usage has put Twitter at a critical juncture. The company needs urgently to turn its focus from audience building to revenue generation. The long-awaited rollout of Twitter's Promoted Tweets search advertising platform and its real-time-search alliances with Google, Microsoft and Yahoo are a positive step in this direction, but it is not yet clear how much revenue these initiatives will produce."
The report also asserts that Twitter is set to become even more important than it already is as a communications tool for companies and individual users. The microblogging service has a high level of "stickiness," in that users who take up the service tend to remain active for extended periods of time.