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BizReport : Social Marketing : November 01, 2007
Measuring consumer engagement not a priority in Europe
Advertisers across Europe are developing and executing social networking and viral marketing campaigns, without any real way of measuring their effectiveness and reach.
A recent survey by JupiterResearch found that over half of online advertisers in Europe have run advertising campaigns designed to engage consumers.
Facebook, MySpace and Bebo are among the most popular social networks and offer advertisers many ways in which to interact with users.
I nteractive websites and social networking sites are among the fastest growing methods of engaging with Internet users, found the survey, but viral marketing remains the most commonly used.
A third of European online advertisers intend to use profiles on social networks as a means of interacting with their audience. Of these, JupiterResearch found that less than 25 percent had plans to measure the effectiveness of this approach.
“Marketers and agencies must combine technology-based and survey-based measurement to understand user engagement,” reads the executive summary for the survey.
But is it marketing, or is it public relations, asks Nathania Johnson at Bold Interactive.
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