He also highlighted how Twitter caters perfectly as a marketing medium to a growing segment of customers having short attention spans. To capitalize on this medium, brands must also overcome challenges of unlocking fragmented audiences, understanding the new purchase funnel and connecting the customer to rich experiences.
The sheer volume of tweets, currently standing at an average of 500 million per day, also means that there is big data for companies to extract and make sense of, to gauge what is going on in the lives of people and how they can provide something that is of value to them. Mr. Dikhit said that most companies these days use Twitter as their preferred social networking tool for marketing and service, owing to the real-time engagement it provides with the customer.
The students came up with questions relating to Twitter’s goals and expansion strategy in India, and also, the much talked about plans of Twitter of going beyond the 140-character limit. Mr. Dikhit was impressed by the interest shown by students and their knowledge of upcoming trends in the digital marketing scene. Thus concluded an enthralling session with Mr. Anupam Dikhit who inspired students to think creatively in order to succeed in an age when marketing becomes more and more ‘in the moment’.
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