Twitter continues to increase advertising on Twitter to try to increase revenues. The latest advertising change will allow select advertisers to gather contact information directly from tweets. This should help companies identify how much return on investment they are seeing from advertising with Twitter.
Select advertisers will be able to collect contact information from users who click a customizable "call to action" button. A user's information is already filled in, making the process painless for both the advertiser and Twitter user. The advertiser will then receive the e-mail, Twitter name, and name of prospective customers.
The feature is currently being tested by Priceline, New Relic, and others, but the group remains small. It's currently available to managed clients, but a global launch is coming "soon."