Even then, marketers will have to see solid results in either the brand-oriented metrics such as intent to buy or in sales driven directly from the ad before they move big budgets toward Twitter.
The combination of these two will create a very effective funnel for brand advertisers, Elowitz argues, by enabling them to combine broad brand-level messages with much more granular customer oriented ones.
More emphasis is now being placed on value promotions and I hope that fewer shops will be opened this year, since I believe that some of the brand names planning to open shops are irrelevant to a value oriented consumer.