Study shows Twitter can bring money for carmakers

Article by Christian A., on October 31, 2014

Tweets do bring in sweets for carmakers. That was the findings of a new study released by Twitter, attempting to show how much tweets are worth. Doing the measurement is Twitter partner and marketing analytics specialist MarketShare, gauging both the direct and indirect effects the social media site had on auto sales for over 20 nameplates -- volume mid-size and luxury compact cars -- that accounted for 34 percent of auto sales in the United States last year.

According to Twitter, the model also includes “broader media mix, and non-marketing factors that influence purchases such as vehicle price and the economy.” In 2013, MarketShare said that that Twitter was able to drive $716 million in auto sales among those 20 nameplates via Twitter Ads, positive brand mentions and amplification of TV ads, as well as the carmakers’ Twitter activity.

The research showed that for every $1 invested, luxury compact cars generated $17.80 in revenue while volume midsize cars generated $7.90. Rob Pietsch, head of Twitter’s auto vertical, in a statement, that with more than 65,000 daily tweets about purchasing or researching a new car, the social media site provide auto brands the “unique opportunity” to connect with in-market buyers intending to purchase a car.

This year’s research emphasized how much Twitter could mean for auto marketers, who can leverage the Internet platform to both build brand awareness and sell their offerings. Twitter has been urging brands to boost the impact of TV ads by tweeting correspondingly.

A user who have tweeted about a certain show is high likely to seen have the ads and becomes an ideal targeted for the brand’s promoted tweets. This approach was well executed and demonstrated by Audi, who did the same thing on the mystery series “Pretty Little Liars” on ABC Family, which was tied to the A3 launch.

The show’s audience demographics – mostly women -- lie within the income range that Audi was looking to target with the A3, which has a starting price of $30,795 including shipping.

“Pretty Little Liars” also has 2.46 million Twitter followers that Audi could reach out to. Aside from running A3 ads during breaks, Audi also directed tweeters to its Snapchat mobile account, where it posted video clues and puzzles serving as previews for the episode.

If you liked the article, share on:

Topics: twitter

Comments

Recommended

Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 2017
Mercedes-Benz just made an announcement that the 2018 E Class Cabriolet has finally landed in the United States. If you had not known, the E Class will be positioned in...
by - November 22, 2017
After a somewhat successful fray into the automotive market in China, the resurrected German automobile brand Borgward is finally heading to Europe, bringing along with it the Borgward BX7 sports...
by - November 22, 2017
Automotive industry veteran Bob Lutz has once again spoken out against Tesla. Known as one of Tesla Motors’ greatest skeptics, Lutz had stated two years ago that the Silicon Valley...
by - November 22, 2017
Dubai is one of the few countries where expensive cars are the norm, many of which are specially modified as well. And this just in: Bentley has debuted the new...
by - November 21, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries