Kessler: Twitter aims to remake advertising


"Twitter (TWTR) has something more than Facebook," writes Andy Kessler, thanks to the way it enables conversation among groups of users. The bottom line for companies (advertisers): "Word-of-mouth is the best way to sell almost anything."

Kessler notes the second-screen phenomenon in which Nielsen says nearly 50% of viewers between 25-34 tweet or use Facebook while watching TV. It's these "real-time capabilities and the ability to close the deal" that will attract advertisers to Twitter, meaning it won't be about moving chips or beer, but instead big-ticket items that require discussion before purchase.

"The days are over of Mad Men figuring out how to cajole or trick us into buying products through mushy psychological profiling of demographic groups. The new model is going to mean including buyers and sellers in more transparent conversations about a product's pros and cons ... #Bringiton."

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Comments (2)
  • billddrummer
    , contributor
    Comments (1761) | Send Message
     
    Why bother including a link to a paid site?

     

    Those who have a subscription to the WSJ online portal already read it.

     

    Those who don't, can't get there from here.

     

    Thanks for the summary though.
    3 Nov 2013, 09:57 PM Reply Like
  • LYogi
    , contributor
    Comments (3111) | Send Message
     
    If FB buys BBRY then it will have a direct competitor to TWTR via BBM channels.....
    3 Nov 2013, 11:05 PM Reply Like
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