Not only success stories

I want to recommend a text I stumbled upon the other day; a case study of a "failed" Twitter marketing campaign. It's about the American retailer Kmart who paid the web entrepreneur Jeremy Shoemaker (approx. 60,000 followers at the time) to write about the company's deals on his Twitter page.

It was not a high-cost campaign, but it only generated 226 clicks, which resulted in a CPC (for relevant clicks) of $2.12 and a CPM of over $12... yikes!

The article suggests that putting the money in AdWords instead of in a Twitter campaign would have resulted in a much higher number of relevant clicks. With AdWords Kmart would have reached both a larger audience and a lower CPC (and CPM!).


So, Twitter is not a perfect marketing channel - it does not work for everyone. It's important to analyze all the options before jumping on the band wagon of the "new cool thing", it could just end up being costly for your business.

Read the full story here:
Sponsored tweets: a case study in Twitter marketing fail