Retailer Target has shown how online interactions with Twitter users demonstrably strengthened its brand, increasing sales.
As reported in Retail Dive, Target used Promoted Tweets to increase “brand love” by 11%, also increasing the loyalty of 58% of its online users and the “likelihood to use” of 62%.
The same Promoted Tweets also drove an 8% increase in shopping intent.
These encouraging results were determined by a Nielsen Brand Effect study of Target shoppers 18 and older who use Twitter. But the study results aren’t only relevant to Target.
69% of those surveyed said they were more likely to shop with “interactive” (ie engaged) brands. As Twitter interactions are visible to all followers, companies that engage with customers (and their problems) in a witty and fun way create a positive view of their brand.