Twitter plans to add a number of new elements to its brand pages, currently only available to advertisers, this year. These include contests and sweepstakes—as well as ecommerce, three executives familiar with the matter have told Ad Age. The latter idea is especially intriguing to brands, the publication reports, especially considering that executive chairman and co-founder Jack Dorsey is also CEO of the mobile payments company Square.
There is a precedent for a Twitter-based commerce business model: American Express is using the channel for a campaign, called "Tweet Your Way to Savings," in which customers tweet a deal and get savings off of their statements.
However, social retail—especially on Facebook—has a mixed record of success and it is unclear that Twitter can overcome the challenges.
Twitter is also facing a Twitter-fatigue problem of sorts: in a recent study by Carnegie Mellon University Twitter users rated only 36% of the tweets they received as worth reading, while they expressed ambivalence about 39% and said 25% were not worth reading.
Read our report on Fitting Twitter into the Marketing Budget.