It is no secret social media platforms have proven to be the best places for data acquisition and marketing. Free use of their platforms was never really free. In exchange for members’ attention and data, these sites have managed to be the largest providers of media buys in the industry.
As businesses continue to push the digital marketing envelope and the biggest platforms and new smaller ones further their development on how to monetize their sites and applications, we will start to see how more benefits start to form for brands. Facebook’s new buy button was a good step in this direction. However, Twitter acquiring CardSpring, well that simply takes the best of online and offline marketing to another level.
CardSpring is a way for publishers to create promotions for brands stemming from the use of a person’s credit or debit card. By providing a real-time customer experience, CardSpring and Twitter has just elevated the social media purchasing game.
Last week Twitter wrote:
In fact, we’ve already given users the ability to get deals and discounts, surprise someone with a coffee, or even add items to their online shopping cart — all directly from a Tweet. As we work on the future of commerce on Twitter, we’re confident the CardSpring team and the technology they’ve built are a great fit with our philosophy regarding the best ways to bring in-the-moment commerce experiences to our users.
You can only imagine what will come next. From the possibility of geo-location promotions appearing to listening to what friends are purchasing, this could be the biggest move to date for Twitter.
So as a food, fashion or family entertainment brand, you may be wondering, “How could this acquisition affect me?” Glad you asked.
Here are three reasons why this could be great for your brand:
- With Twitter advertising, you could essentially create a retargeting marketing funnel. Followers see your ad, they purchase online. You can restart your advertising to them of “similar items” based on their last purchases.
- Another one-stop shop for promotional updates. CardSpring works with web publishers to provide advertising solutions. By joining CardSpring you can select which ones you want to use to promote your business.
- Forget branded loyalty cards that are focused on carrying a plastic card. Female consumers could easily forget those at home when they switch purses. Men could easily remove them from their wallets to make room for other items. If your brand is not one your demographic uses on a daily or a minimum of a weekly basis, you are more than likely not going to receive the same results with a separate discount/loyalty card as you would with the ability to be linked to a person’s credit card.
While there are so many different areas Twitter and CardSpring can go into now, all businesses, especially those in food, fashion and family entertainment, should be keeping an eye out on what comes of this purchase.
Social media with purchasing power is the quintessential place to be in with digital marketing.
Are you using CardSpring or any other similar APIs now for your brand? If so, please share below. Your comments may be used for a future article.
Above Promotions is a digital marketing and public relations agency with B2C clients with lifestyle products who are looking to stay in the forefront of the minds of 18-65 year old males and/or females by utilizing technology and creative campaigns. We build and protect brands by creating and executing digital resources to sell products or build positive public sentiment. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.
Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation” which is sold on Amazon, Barnes & Noble and other stores and a contributor to various media outlets.