Caught wind of this very cool use of Twitter by Stylish Goods, the online electrical store.

Blogger and Twitter user Phil Hancox had tweeted in the early hours of the morning that he had broken his kettle and was in a bit of distress about no longer being able to make tea. See below:

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Upon walking up in the morning Phil had these two replies from Stylish Goods directing him to their store:

twitter_marketing3twitter_marketing4Great bit of targeting by Stylish Goods. Not only did they address Phil’s need of a urgent tea fix by mentioning super-fast delivery times but also added incentive with the 5% discount.

It would definitely grab my attention and make me visit the site, even if I didn’t make a purchase, that bit of marketing cost Stylish Goods absolutely nothing. I might even remember to use them the next time I need something electrical.

Relevant, timely advertising can make the difference between getting eyeballs on your product (and making a sale) or being ignored completely by the consumer, possibly even annoying them.

There is something quite nice and personal about marketing this way through Twitter, you almost feel the love from the company trying to take your money. Imagine if big companies like Amazon, Nike, Levis etc all had dedicated people finding opportunities to sell products to Twitter users by searching out those in need. I wonder how many more sales conversions they would make compared to traditional online advertising?

Tools such as Tweetdock allow you to target Twitter users based on keywords or location and send them automatic replies. It’s recommended you check the messages before replying to personalise and check for any double meanings.

This is a problem that Stylish Goods has run into after one user tweeted that they had a ‘broken lamp’. Assuming they meant the kind of lamp you have in your living room, Stylish Goods sent a message just like the one Phil got saying they could get a discount if they purchased via their store. However the user was actually referring to LAMP the open source software package.

twittering_problems That shows you it’s a fine line between spamming and being highly targeted on Twitter.