Twitter testing click-to-call button in sponsored tweets
A click-to-call button for sponsored tweets is currently in beta testing, it is believed, which will allow members of the public to speak to someone regarding ads. The aim of the direct response button will be to “generate leads, drive app downloads, collect consumers’ email addresses and induce incoming calls from customers”, Richard Alfonsi, Twitter’s VP of global online sales, told Digiday. “Direct response is thinking about the lower-funnel conversion-oriented goals,” he added. Foursquare already has a click-to-call feature on its app, helping to track conversion from those who have seen an ad to who has called up for more information. Last year, Twitter tested its 'nearby' feature, which allows users to see who is tweeting nearby, even if they do not follow the tweeter. This, it was suggested at the time, could be useful for NFC advertising, helping to develop more location-relevant tweets and precise targeting capabilities for advertisers. The plans come shortly after Twitter reported that the average ad rate fell 67 per cent in 2013. Alfonsi suggested that, when unveiled, the new tool should be an extra for promoted tweets and trends, and should not be seen as a replacement product. Twitter had not replied to a request for more information about the product and its planned launch at time of writing.