Twitter (NYSE: TWTR) recently announced the launch of a new feature called "Direct Message Card", which offers companies new ways of engaging and building more in -depth relationships with their audience on Twitter.
Direct messages on Twitter
The Direct Message Card is essentially a specially designed advertising unit. It has a customizable buttons menu on which the user can click to start a conversation with the chatbots of a company (or an advertiser) and share their customer experience in private messages (DM).
“Thanks to a direct message card, companies can draw people's attention with attractive images or video creations, and include up to four fully customizable call for action buttons. Each call for action button leads to the user in a specific experience within Direct Messages, " explained Travis Lull, Senior Product Manager at Twitter, in an article announcing the new functionality on the official blog of the company
New advertisements for cards are aimed at helping businesses easily reach consumers thanks to Direct Message on Twitter.
How do Twitter's direct messages work
The Direct Message Card de Twitter allows people to choose from several "conversation triggers" in the menu of the card. The conversation then takes place in the Direct Message tab directed by bots representing a company.
Patrón Tequila, a brand of spirits, for example, uses direct messages that show a menu of different contexts in which someone might want a cocktail. People can then choose one, and the brand's robot will ask them a few questions on the occasion or flavor - and will recommend a drink to try. These interactions start with a direct card message promoted, but they can also start with organic tweets.
Since today's consumers prefer to use messaging to interact with companies rather than making phone calls, it is logical that small businesses benefit from the new Twitter advertising function. By carrying out your own promotional tweet campaign using direct message cards, you can improve your business customer service and strengthen your global brand image on Twitter.
"With direct message cards used in promotional tweet campaigns, companies can take advantage of the full ads targeting suite to find a relevant audience to attract to personalized conversations on scale," said Mr. Lull . "Companies can also transform their audience into defenders by encouraging them to share the experience of their own voice through a tweet."
The Direct Message Cards have been launched in beta version, and are currently only accessible to Twitter advertisers.
Image: Twitter
