Twitter is following the “online deal bandwagon” with the recent account creation of @earlybird. Similar to Groupon and Buy with Me, @earlybird broadcasts time-sensitive promotions. Unlike programs like Groupon, @earlybird is not currently targeting specific regions, but hopes to in the future.
@earlybird, along with its fellow online deal sites, appeals to our innate hardwired behaviors. These sites provide social validation to users with the buying power through the community. When users see deals shared via Facebook and Twitter, they may feel more apt to make the purchase since other people they may know and trust are involved. Another way deal sites appeal to buyers is it encourages a sense of loss aversion. Since we are scared of the negative impacts of not getting the deal, we may be more impulsive when purchasing. Also, we are more attracted to items we think are in limited quantity. “If there is limited availability of something, we assume it’s more valuable” (Weinscheck, S. Neuro Web Design). Many of these online sites have limited quantity or duration, thus heightening our sense of urgency to act and buy. If the deal did not expire in 24 hours, would we feel that same sense of urgency? Lastly, @earlybird, Groupon, and other online deal sites are effective because they offer users limited choices. As humans, we think we want more choices, but when we have fewer choices, decisions are made much quicker.
The @earlybird concept is similar to other daily deal sites, but offers a few key advantages. First, using Twitter as an outlet for special time-bound deals helps decrease inbox clutter. Of all those deals, only a fraction actually appeals to you. Twitter users are already used to scanning their feeds and bypassing info that does not appeal to them. Second Twitter users are used to seeing corporate accounts and existing corporate blasts of deals. Third, Twitter is meant to be timely, so users have a better chance of seeing the deals and responding to them before the deal expires.
Pete Cashmore, founder and CEO of Mashable, believes this could be a “win for Twitter”, its users, and its advertisers. Cashmore believes this could be a very powerful marketing platform. Even if this is a failure, according to Cashmore, it would probably have little impact for Twitter. Some are critical since they don’t believe Twitter has a true business model.
I am with Pete – I don’t see how this could hurt Twitter. If anything, I think it will follow the success of other deal sites l have proven to be highly trafficked. As a Groupon member, I am really excited about the idea of getting even more deals in one easy swipe. What are your thoughts? Fail or Flight?
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