Making Social Sell: Twitter Introduces Buy Button

Got social? Of course you do, don’t be ridiculous. It’s an integral part of your marketing mix, most likely. Whether you’re using it for content marketing, CRM, or just brand presence and awareness, social media has become an invaluable tool for the modern marketer. And now, Twitter — like Facebook before it — is taking it to the next level by introducing a “Buy Now” button and turning the social network into an e-commerce platform.

“Our customers live on Twitter, so giving them an easy way to buy products that they discover in their Twitter feed, without leaving the app, is a no-brainer,” says Gary Schoenfield, CEO of PacSun, in a Twitter blog post. “Because social media is our single most important marketing tool today, social commerce is obviously a key part of our overarching strategy. Anything we can do to shorten the gap between social engagement and shopping is a top priority.”

Just in time for the holiday shopping season, now you can partner with Twitter to meet your audience right where they are, whether that’s on a mobile or desktop device. Creating valuable “micro-moments” is a win-win for both your potential customers and your brand. As Twitter says: “With Buy Now, businesses can drive more conversions and remove much of the friction in the mobile purchasing process. Today, as we begin rolling out to a wider group of platforms and partners, people will have even more opportunities to discover and purchase products from the brands they love on Twitter.”

Jeremy Zimmerman is Associate Content Editor for Target Marketing magazine and Direct Marketing IQ.