Sponsored

Nielsen​ ​and​ ​Foursquare​ ​study​ ​reveals​ ​how​ ​online​ ​advertising​ ​can​ ​drive​ ​offline​ ​telco​ ​sales

How​ ​does​ ​online​ ​advertising​ ​affect​ ​offline​ ​sales? 

It’s​ ​become​ ​one​ ​of​ ​the​ ​most​ ​important​ ​questions​ ​for​ ​marketers​ ​to​ ​answer,​ ​as​ ​brands​ ​with brick-and-mortar​ ​stores​ ​respond​ ​to​ ​the​ ​explosive​ ​growth​ ​of​ ​e-commerce. 

One-third​ ​of​ ​US​ ​adults​ ​who​ ​are​ ​smartphone​ ​users​ ​will​ ​buy​ ​a​ ​new​ ​device​ ​in​ ​the​ ​next​ ​year,​ ​so​ ​it's even​ ​more​ ​important​ ​for​ ​telcos​ ​to​ ​understand​ ​their​ ​audience​ ​to​ ​help​ ​ensure​ ​their​ ​message reaches​ ​a​ ​relevant​ ​and​ ​receptive​ ​audience​ ​to​ ​have​ ​an​ ​influence​ ​over​ ​those​ ​new​ ​purchases.​ ​For the​ ​telco​ ​industry,​ ​understanding​ ​audience​ ​demographics​ ​and​ ​targeting​ ​is​ ​vital​ ​to​ ​optimizing both​ ​online​ ​and​ ​offline​ ​sales. 

Twitter​ ​worked​ ​with​ ​Nielsen​ ​and​ ​Foursquare​1​​ ​to​ ​assess​ ​Twitter’s​ ​impact​ ​on​ ​telco​ ​sales,​ ​to​ ​dig deep​ ​into​ ​the​ ​personas​ ​of​ ​telco​ ​buyers,​ ​and​ ​to​ ​give​ ​brand​ ​marketers​ ​a​ ​better​ ​understanding​ ​of how​ ​(and​ ​when)​ ​to​ ​reach​ ​them. 
 
For​ ​carriers​ ​and​ ​manufacturers​ ​focused​ ​on​ ​generating​ ​in-store​ ​foot​ ​traffic,​ ​Twitter​ ​proves​ ​to​ ​be an​ ​effective​ ​partner.​ ​Research​ ​shows​ ​that​ ​Twitter​ ​not​ ​only​ ​drives​ ​in-store​ ​foot​ ​traffic,​ ​but​ ​it​ ​also compels​ ​buyers​ ​to​ ​spend​ ​more​ ​overall.​ ​In​ ​fact,​ ​people​ ​on​ ​Twitter​ ​are​ ​more​ ​likely​2​​ ​to​ ​research​ ​a smartphone​ ​while​ ​in-store​ ​compared​ ​to​ ​those​ ​who​ ​don’t​ ​use​ ​Twitter. 

Reaching​ ​your​ ​audience​ ​who​ ​prefer​ ​shopping​ ​in-store. 

Nielsen​ ​and​ ​Foursquare’s​ ​research​ ​provides​ ​detailed​ ​insights​ ​about​ ​the​ ​group​ ​of​ ​people​ ​who are​ ​more​ ​likely​ ​to​ ​purchase​ ​in​ ​brick-and-mortar​ ​stores.​ ​For​ ​instance,​ ​they​ ​frequent​ ​big-box stores​ ​and​ ​budget-friendly​ ​travel​ ​locations,​ ​and​ ​their​ ​tastes​ ​include​ ​fast-casual​ ​food.​ ​Also, in-store​ ​shoppers​ ​love​ ​sports,​ ​so​ ​brands​ ​can​ ​activate​ ​during​ ​major​ ​sporting​ ​events​ ​when​ ​this audience​ ​is​ ​likely​ ​to​ ​be​ ​engaged​ ​on​ ​Twitter. 
 
To​ ​reach​ ​this​ ​offline​ ​group,​ ​pair​ ​the​ ​aforementioned​ ​customer​ ​data​ ​with​ ​Twitter’s​ ​new​ ​lineup​ ​of sports-related​ ​live​ ​content​ ​on​ ​Twitter​ ​and​ ​buying​ ​In-Stream​ ​Video​ ​Ads.​ ​You​ ​can​ ​also​ ​leverage Twitter​ ​targeting​ ​capabilities​ ​—​ ​handles​ ​that​ ​they​ ​follow,​ ​their​ ​interests,​ ​and​ ​keywords​ ​that​ ​are likely​ ​to​ ​resonate​ ​with​ ​them. 
 
Reaching​ ​your​ ​audience​ ​who​ ​prefer​ ​shopping​ ​online. 

Nielsen​ ​and​ ​Foursquare​ ​has​ ​shown​ ​that​ ​online​ ​buyers​ ​are​ ​more​ ​likely​ ​to​ ​live​ ​in​ ​big​ ​cities. Locations​ ​they​ ​typically​ ​frequent​ ​include​ ​cultural​ ​destinations​ ​like​ ​art​ ​museums​ ​and​ ​indie​ ​movie theaters,​ ​and​ ​high-end,​ ​travel-related​ ​locations​ ​like​ ​airport​ ​lounges​ ​and​ ​rooftop​ ​and​ ​hotel​ ​bars. These​ ​consumers’​ ​tastes​ ​are​ ​also​ ​relatively​ ​gourmet​ ​in​ ​nature;​ ​you’ll​ ​find​ ​them​ ​out​ ​for​ ​sushi, tapas,​ ​and​ ​cocktails. 
 
This​ ​is​ ​an​ ​audience​ ​that​ ​loves​ ​cultural​ ​events.​ ​In​ ​addition​ ​to​ ​handle,​ ​keyword,​ ​and​ ​interest targeting,​ ​brands​ ​can​ ​reach​ ​this​ ​audience​ ​on​ ​Twitter​ ​by​ ​running​ ​ads​ ​during​ ​Buzzfeed’s​ ​live morning​ ​show​ ​on​ ​Twitter​ ​featuring​ ​pop​ ​culture​ ​and​ ​entertainment​ ​news;​ ​the​ ​New​ ​York,​ ​Milan, Paris,​ ​and​ ​London​ ​Fashion​ ​Weeks​ ​this​ ​fall;​ ​or​ ​one​ ​of​ ​the​ ​many​ ​Live​ ​Nation​ ​concerts​ ​airing​ ​live on​ ​Twitter.  

People​ ​on​ ​Twitter​ ​are​ ​tech​ ​enthusiasts​ ​and​ ​early​ ​adopters,​3​​ ​and​ ​Nielsen’s​ ​research​ ​has​ ​found that​ ​they​ ​actually​ ​upgrade​ ​their​ ​phones​ ​and​ ​switch​ ​plans​ ​more​ ​frequently​ ​than​ ​those​ ​who​ ​aren’t on​ ​Twitter.​ ​They​ ​are​ ​most​ ​motivated​ ​to​ ​take​ ​action​ ​when​ ​they​ ​have​ ​a​ ​lost​ ​or​ ​broken​ ​device, when​ ​upgrades​ ​become​ ​available,​ ​and​ ​when​ ​a​ ​new​ ​product​ ​launches.​ ​And​ ​when​ ​it​ ​comes​ ​to choosing​ ​a​ ​new​ ​device,​ ​people​ ​on​ ​Twitter​ ​are​ ​most​ ​influenced​ ​by​ ​device​ ​features,​ ​brand reputation,​ ​and​ ​reviews. 

On​ ​Twitter,​ ​people​ ​are​ ​in​ ​a​ ​unique​ ​discovery​ ​mindset.​ ​They​ ​are​ ​curious,​ ​leaned​ ​in,​ ​and​ ​looking to​ ​learn,​ ​be​ ​inspired,​ ​and​ ​act.​ ​This​ ​means​ ​that​ ​because​ ​users​ ​are​ ​in​ ​the​ ​right​ ​mindset,​ ​people​ ​on Twitter​ ​are​ ​more​ ​likely​ ​to​ ​see​ ​and​ ​remember​ ​ads.​4 
 
Competition​ ​in​ ​the​ ​telco​ ​industry​ ​is​ ​fiercer​ ​than​ ​ever,​ ​and​ ​marketers​ ​need​ ​to​ ​make​ ​their​ ​ad dollars​ ​work​ ​harder.​ ​Whether​ ​you​ ​are​ ​looking​ ​to​ ​drive​ ​offline​ ​sales,​ ​online​ ​sales,​ ​or​ ​both,​ ​people on​ ​Twitter​ ​are​ ​especially​ ​receptive​ ​to​ ​ads​ ​and​ ​motivated​ ​to​ ​buy.​ ​Brands​ ​that​ ​leverage​ ​customer insights​ ​to​ ​reach​ ​different​ ​audience​ ​segments​ ​based​ ​on​ ​their​ ​interests,​ ​passions,​ ​and​ ​behaviors on​ ​Twitter​ ​will​ ​be​ ​able​ ​to​ ​more​ ​thoughtfully​ ​and​ ​creatively​ ​reach​ ​and​ ​win​ ​customers. 
 
Read​ ​the​ ​full​ ​article​ ​and​ ​view​ ​the​ ​study’s​ ​sources​ ​and​ ​methodology.

This article was created in collaboration with the sponsoring company and our sales and marketing team. The editorial team does not contribute.
Read more on