Social media is ‘prime marketing territory’
Social networking is one of the foremost marketing channels available to companies, experts have claimed.
Rachel Hawkes, co-founder and editor of social network mapping site Social Media Portal, said that the high viral marketing potential of social networking is converging with a more negative outlook for other channels.
Television on demand products like Sky Plus are allowing people to fast forward through television adverts and are said to be driving advertisers to work through online channels such as affiliate marketing and social media.
Ms Hawkes said: "From a simplistic viewpoint, people (particularly the under 24’s) spend the majority of their time online on social networking sites – and this alone makes social networks a good vehicle for advertisers.
"Advertising on social networks and using the technology brings new opportunities for brands as they have more creative and interactive means to reach audiences. More connective behavioural and profiling technologies can be used."
She explained that in 2004 and 2005 when web 2.0 started to take off, the online industry soared to a value of GBP835 million and then GBP1.367 billion, signalling the importance of social media.
