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BizReport : Social Marketing : July 30, 2008
Report: Social marketing could stand some maturity
Social marketing may be hot but according to a recent report from JupiterResearch, the industry could stand a little maturity. According to the report, though marketers are catching on to the social marketing trend, many of the campaigns are limited by small social budgets because marketers aren't sure about the platforms.
Because no social network is exactly like the next, and most are new enough that long-term metrics simply aren't available, marketers have been very slow to push big budget dollars into the medium. Currently about 50% of online marketers are spending less than 5% of their ad budgets in the social realm; meanwhile about 30% of those advertising on social sites note that their biggest challenge is figuring out exactly how to launch a great campaign in the space.
Marketers aren't sure which tactics and which goals are best suited for social marketing.
What could change this trend?
Without a doubt, better and more involved metrics across the social space. Marketers need to know how to get the most from their campaigns not just from one social site but from every social site of interest to their brand. Another key factor is the lack of behavioral targeting tools which could be used in the social space.
Social nets have a plethora of consumer information available; much of this information could be made anonymous so that marketers could use it to better target campaigns.
Tags: social marketing, social networks
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Comments
Social networks do have a lot of data that is like gold to marketers. It can help to define who the campaign should target and how much potential value there is. Facebook got into trouble over it's Beacon program, so there is the need to be cautious when advertising to users on social networks. Brian http://www.konnects.com
Posted by: Brian on August 15, 2008 19:45