One third of advertisers plan social networking foray
Friday, 02, Nov 2007 09:23
Some 33 per cent of European online advertisers plan to harness the marketing potential of social networking sites in the next year by setting up their own profiles.
Figures from JupiterResearch, an internet research authority, made the discovery in its new report 'Social Marketing in Europe: Creating and Measuring User Engagement'.
It seems that advertisers are less savvy though when it comes to monitoring so-called "engagement" tactics with just 24 per cent measuring how users interact with online ads.
Nate Elliottt, JupiterResearch senior analyst, said: "With the large majority of European online advertisers planning to use engagement marketing tactics in the next year, it's vital that the industry finds ways to cheaply and accurately measure the impact of these campaigns."
The report also revealed that over 50 per cent of European online advertisers used methods intended to increase user interaction in the last 12 months.
David Schatsky, JupiterResearch president, said: "As marketers increasingly try to reach consumers through social networking sites like MySpace and Facebook, as well as video sites like YouTube and DailyMotion, they should turn to their online ad agencies for help gauging the success of these efforts."
