In another move to prove the true value of what 140 characters can do, Twitter has announced it is teaming up with with Datalogix, a digital media and database marketing firm, to figure out the "offline sales impact" for Tweets.
In other words, the two Bay Area companies are promising to identify how much having an active Twitter account can improve a brand's bottom line when consumers are shopping in stores and away from computers.
Then again, that doesn't mean these users are disconnected altogether given how much mobile is being entwined with the brick-and-mortar shopping experience too.
Based on studies of at least 35 brands (i.e. beverages, food, wellness, household products, and alcohol), here is what Datalogix researchers found about the impact of organic and paid Twitter activity on offline sales:
Promoted Tweet engagement resulted in an 12 percent average sales lift.
Organic Tweet exposure drives in-store sales by at least eight percent.
Followers who are exposed to Promoted Tweets purchased 29 percent more from that brand than followers reached by organic Tweets alone.
For now, this program is designed for marketers within these verticals in the United States. Twitter said it plans to expand coverage to more business segments and markets worldwide eventually.
The financial value of Twitter itself has been heavily promoted this week.