Twitter, Brands, Search Engines

We've all become aware of the power Twitter has in creating brand value. After all, 1 in 5 tweets mention brands and products (Fast Company, 9/15/09).

So in addition to being increasingly more popular as a social network site, Twitter is also dominating the branding world. But let's add another marketing layer to that--Search Engine Marketing.

A study released Thursday [11/5/09] found that nearly half, 48 percent, of people who saw a brand’s name on Twitter went to a search engine to look for the product, compared to 34 percent on any social network, according to MediaPost.
The study was performed by Performics, the marketing arm of Publicis Groupe's VivaKi Nerve Center, and ROI Research, an analytics and technology firm. Performics Marketing Senior Vice President Michael Kahn will present the findings of this study at Ad:Tech today.

Clearly Twitter is not only proving relevant to brand invigoration, but also in driving people to search engines, where consumers are left to be marketed in another way. People visit search engine sites fairly frequently as is. This, fueled with the additional influence of Twitter, reveals the dominance of search engines, and how their power cannot be ignored. I'm looking forward to learning more about the role search engines play in marketing at Wednesday's speaker event (see the previous blog post for details!).

I always love seeing how different marketing channels intersect and interact.