Twitter is ditching its lead generation service in a move which, the company insists will see it focus on “building and improving other performance offerings that will help us drive the best performance for advertisers”.
Twitter developed lead generation cards to help marketers create direct response campaigns; they are embedded in ads to enable users to share contact information with marketers whose products or services they are interested in.
At the time of launch, it observers saw the cards as a good match for mobile as response mechanisms are built in. Twitter hoped to take advantage of this perceived benefit by enabling users to respond to marketers without having to leave the platform.
However it is thought that the rapid growth in chatbots and voice-enabled interfaces has overtaken the market.
And from February 1, 2017, it will no longer be possible to create lead generation campaigns on the social media site, and Twitter will also remove the ability to create or edit lead generation cards.
Campaign analytics will still be available, the company said.
In a statement, the firm said: “We are always experimenting with the best ways to help advertisers effectively connect with consumers. At this time, we intend to focus our efforts on building and improving other performance offerings that will help us drive the best performance for advertisers.”
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