Social marketing, targeting social networking sites such as MySpace.com is on the rise.
Some 48 per cent of brand marketers plan to use social marketing tactics in the next year, compared to 38 percent who did so last year.
The findings are detailed in a new report, "Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape.”
JupiterResearch defines social networking sites as Websites designed for members to create and post content, usually in the form of profile pages, primarily in order to communicate with each other.
JupiterResearch Analyst and lead author of the report, Emily Riley, said, "Users between 18 and 34 are much more likely than older audiences to visit social networks daily."
"Thirty percent of frequent social networkers trust their peers' opinions when making a major purchase decision, but only ten percent trust advertisements.
She added, “Consequently, brand marketers must harness brand advocates and influentials by providing additional motivation for frequent networkers to engage in social marketing."
Advertiser adoption of social tactics will increase competition for attention on social sites among users who are engaged in intense social activity with their peers.
In addition to engaging brand advocates to involve social networkers, brand marketers must target interests and activities that attract frequent networkers, and earn trust by mastering social networking flow.
President of JupiterKagan, David Schatsky, added, "As brand marketers increase their use of social tactics, they are competing not only among themselves but also with frequent networkers."Brand marketers must not act on social tactics as a broad category but, instead, create unique campaigns for different sites."
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