Social Networks Not Speaking
to Users
58% of nearly 800 users of social
networking sites say that very few of the ads and
offers they're currently seeing on social
networking sites match their specific interests
and preferences, and another 29% say none of them
do. Only 13% say that "most" ads meet their
interests and preferences, according to a new
report released by Prospectiv. 56% polled said the
quality of their online experience would be
improved if social networking sites provided more
targeted advertisements and offers tailored to
their specific interests and
preferences.
According to the survey,
consumers said the types of tailored ads and
offers they would respond to are:
* One-off coupons and discount
offers from the brands and products they buy
(62%)
* E-newsletters featuring
coupons, discounts, news and tips about favorite
brands (24%)
* Invitations to join
interactive email groups, online forums and social
networks for sharing and communicating (14%)
85% of consumers said they are
more likely to join a free social networking site
supported by advertisements and offers targeted to
their interests rather than a paid social
networking site without commercial advertisements.
The report says that:
* 54% of consumers never click
on advertisements on social networks
* 39% of consumers occasionally
will respond to ads
* 7% will often respond to
ads
Members of social networking
sites are open to offers and promotions as long as
they are targeted to their interests, the web
publishing industry seeking to monetize their
online communities (needs) to improve ad
relevance. Social networks show some promise in
developing new forms of online advertising.
MySpace's HyperTargeting initiative, for example,
has helped double CPMs at the site, and 75% of
advertisers that have tried it have come back for
more, according to News Corp. Projections show
that the combined, MySpace and Facebook are
expected to account for 72% of the total US social
network ad spending pie this year. Spending at all
other online social network sites, including
general social networks, niche networks and
marketer-created networks, is expected to reach
$370 million, while widget and application ad
spending is projected to rise to $40 million this
year.
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Web
2.0 Integrating for Brand and Direct
Marketing
Web
2.0 is paving the way for integrating direct and
brand marketing, enabling real-time dialog with
customers and the joint creation of content that
increases and improves brand awareness and
perception, and generates sales and leads,
according to a new report from the Direct
Marketing Association (DMA) investigates Web 2.0
- including blogs, virtual words, social
networks, user-generated content, RSS feeds, and
Wikis - as the platform that converges all
marketing.
Using
Social Media to Share Customer Care Experiences
When
making purchase decisions, affluent online
consumers are using social media channels to
share their own customer-service experiences and
learn about those of others, according to a new
study from the Society for New Communications
Research, which focused on how customer care
influences brand reputation in light of the
quickly growing adoption of social
media. |
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