The Social Network Marketing report analyzes why marketers have been unable to crack the code of social network advertising.
The declining US economy and slower-than-expected revenue growth at MySpace are two reasons for the lowered near-term social network ad forecasts.
Advertising is not the only way for marketers to participate in social networks, however.
Although social network advertising—banners, search ads and new ad formats—is not growing as expected, other forms of social network marketing—encompassing tactics such as customer communities and influencer outreach—are proliferating.
Marketers still need to be where their customers are, and consumers remain heavily involved in social networks.
It’s good to see that marketers are realizing that traditional advertising on social nets is not the way that social marketing works. However, the last line, “Marketers still need to be where their customers are, and consumers remain heavily involved in social networks” keeps me wondering . . .
Showing up and being there is not only not enough, it misses the point: social networks are about engagement, participation and collaboration. Being where your customers are is like trying to pick up a gal at a bar through just by standing in the corner and hoping she notices you. Come on Romeo, roll up your sleeves, slick back your hair and buy the gal a drink!
