Target Fosters Brand Image Through Twitter
August 3, 2017,
NEW YORK–Target has successfully mastered how to promote positive feelings for its brand among customers through its promoted tweets.
“The retail brand has been a pioneer in interacting with Twitter users, consistently using the platform for customer service and customer engagement,” Twitter said in a marketing case study.
In an effort to measure the impact its Twitter interactions had on people witnessing them, Target commissioned a Brand Effect study by Nielsen late last year, which showed that by interacting and using promoted tweets, @Target was able to motivate lapsed and infrequent shoppers to consider shopping at Target more. It increased its “brand love” by 11 percent. The study also found that 69 percent of customers were more likely to shop with interactive brands and specifically 58 percent of customers were more loyal to Target with the company’s use of Twitter.
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