According the book The Heart of Marketing by Judith Sherven and Jim Sniechowski, the secret to successful marketing is through soft-selling. Twitter lets global brands appeal to the consumers on a more personal level.

Large companies spend so much money on their advertising, marketing and PR campaigns. At the center of today’s biggest and most expensive campaigns is the emotional factor.  Big companies know that to sell, they need to appeal to the emotional side of people.  This is why companies painstakingly work on building their brands and ensuring that their products stir specific emotions and ideas among the consumers.  Large companies launch multi-media campaigns to reinforce their marketing massage so that people would remember what their product is all about.  One of the tools that companies now use to deliver their marketing message to the public is Twitter.

Twitter is a social networking site that allows users to post short messages called “Tweets” that can be read by the people following them on the network.  Because of the simplicity and the real-time feature of the micro-blogging site, it has attracted millions of users who connect to each other and communicate through 140-character messages. 

While individuals usually use the network to communicate with family and friends, large companies are now taking advantage of the social network to reach clients and “talk” to them personally.  Twitter allows global brands to appeal to the emotional side of the clients. By having real people manage the Twitter accounts and communicate directly with the followers, the brands are able to establish a more personal relationship with the users.  The users begin to feel that they can trust and easily reach the brand.  The brands use all these social networks to engage the consumers. Some companies have also used the network as a tool for customer support.  Because messages on the network are posted in real-time clients can easily raise their concerns to the companies. If a company assigns a dedicated person to manage the Twitter account then that person can also quickly respond to the needs of clients. 

More and more companies are also realizing that in able to find success in social marketing, they should find ways to connect to people emotionally and deliver messages that provide value to people.   The Twitter provides companies with an uncomplicated platform to interact with consumers.

Article provided by: www.catchfriday.com       Follow me on Twitter http://twitter.com/catchfriday