Blend in with the scene to get maximum ad stand-out (the effectiveness of advertising based on social media and networks)
Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 8
Cooper L.Marketing Week, February 2011, Vol. 34, No. 6, Start page: 24, No of pages: 3
Reports the results of Addvantage Media’s 2011 online advertising report, which reveals that 79 percent of consumers claim rarely or never to pay attention to advertising on social networks, and rather than becoming over-enthusiastic about social media and social networking websites, marketers should apply a broad range of platforms to communicate with consumers. Reveals also that this 79 percent of consumers claiming rarely or never to pay attention to advertising on social networks has increased from 68 percent in 2010, that 54 percent of consumers are more likely to be influenced by advertising that is directly linked to the content of the website they are visiting, and that 62 percent of consumers feel more of a personal connection to niche or special interest sites than more generic websites. Provides a timely warning to those marketers that have placed great store on social media, with brands making great efforts to set up a Facebook page and capitalize on its high volume of traffic by advertising alongside user profiles, while filling Twitter feeds with their latest product news. Includes comments by marketing experts (Stevie Spring of Future, John Evans of Incahoot, and Nicholas Cope of Extraplay.com).Article type: ViewpointISSN: 0141-9285Reference: 40AG246
Keywords: Advertising effectiveness, Brand management,Consumer behaviour, Internet marketing, Marketing planning, Social media
