Analytics company Webtrends saw a more than tenfold increase in Twitter leads by using the social network's lead-generation cards, which allow users to opt in to e-mail marketing through a single click instead of a separate landing page. The success has prompted Webtrends to shift ad dollars to Twitter from Facebook and LinkedIn, says John Lee, the company's brand manager. For Lee, Twitter ads allow potential customers to "see content that's valuable ... as a digital marketing resource and from there it's the start of a relationship."

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