Developing a large number of followers on Twitter or small number

Should a company who wants to use Twitter as a marketing tool develop a large number of followers who stray outside their target market or focus on a smaller number of engaged followers?

It's the quality versus quantity argument and both sides have merit.

Here is an argument for having a large quantity of Twitter followers with the idea that it is a numbers game. It comes from Collegerecruiter.com and the title is Why Quantity is Better than Quality When it Comes to Twitter Followers.

The argument for developing a quantity of followers on Twitter makes sense in many ways. My hunch is the demographics on Twitter are probably similar. How many marketing decisions are made on hunches, by the way?

I'm sure many Twitter users have a college education even though they represent many fields of study. They're at least somewhat active online or they wouldn't have Twitter accounts.

Maybe Twitter is the new mass media.

Also read Marketing tips for Twitter

Interactive Marketing Return on Investment

Is interactive marketing worth the return on investment (roi)?

Since so much marketing activity is occuring on the internet, how do you measure interactive marketing roi, especially when you compare it to direct mail and traditional advertising?

While return on investment is measured in terms of dollars spent and dollars that come in, then it's important to point out that interactive marketing also allows advertisers to target - or "go after" - specific target customers and, at the same time, gives them a chance to pull them in using search engine marketing strategies.

Here's an outline I wrote of reasons to use interactive marketing versus only traditional direct mail.

I. High Rate of Return on Investment
A. Email - Highest return for every dollar spent compared to all other channels:
According to a new Power of Direct economic impact study from the Direct Marketing Association, return on investment from email marketing keeps surpassing other channels.For 2008:- Email marketing’s ROI will be $45.06 for every dollar spent on it- Non-email internet marketing delivers $19.94 for every dollar invested- Catalog marketing generates $7.28 return - Non-catalog direct marketing’s ROI will be $15.55 for every dollar spent

B. Email Open Rates and Click Through Rates
1. Industry Standard: Numbers vary based on relationship between sender and receiver. But, typical open rates may reach 30% while click through rates may reach 10%.

2. An interactive agency, Rhythm Interactive, improved a client’s click-through rate by 200% when improving the content
II. Budget-smart cost per lead
Cost per lead is $ 30 for one client that Rhythm Interactive is introducing to a new program for Personal Web sites

III. Ability to Target Specific Audiences, Track Behaviors
Rhythm Interactive’s work with the State of Connecticut Dept of Tourism resulted in more than 24,000 sweepstakes participants in a 12-week period. More than 72% requested vacation guides. Other details available upon request

IV. Digital – Personal URLs
This gives companies the chance to attract specific clients who fit particular profiles. Companies may have more than one niche to attract and developing personal urls is one way to create a personalized experience. This integrates effectively with direct mail, person-to-person and telephone follow-up.

Let me say, I'm also a believer in using a marketing mix such as direct mail to reach customers where they are. Not everyone is online all the time so strategies that employ direct mail combined with interactive online marketing can be quite successful.

By the way, here's a great article on interactive marketing that I found on Bnet from 1991. It talks about delivering a message on floppy discs!