Monday 03 March 2008

Social networking adverts must 'enrich user experience'

Online marketing on social networking websites will become "cleverer" and "value-adding" rather than intrusive, according to a resource that maps global social media, social networks and user generated content.

The co founder of Social Media Portal (SMP) has said that advertisers on social networking sites should be looking to enrich the user experience, rather than simply having their ad seen.

Rachel Hawkes said: "Advertising on social networks and using the technology brings new opportunities for brands as they have more creative and interactive means to reach audiences.

"Consumers are fickle, they don't like to be marketed to and are in fact, advertising sensitive - unless the message is highly targeted and relevant.

"To get that highly targeted advert and deliver a message that is value-adding a deeper level of personal data mining is crucial."

The Hitwise/Experian Integrated Marketing report, The Impact of Social Networking in the UK, has said that the role of social networks this year will be bigger than ever, and that no company, government or NGO can afford to ignore them.

Category: Social Media

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