Social media 'to become integrated with marketing'
Friday, 19 March 2010
Social media will emerge as a viable way for firms to market themselves and build
customer loyalty, it has been claimed.Speaking at the Technology For Marketing & Advertising 2010 conference, Direct Marketing Association commercial director Kevin Dendy predicted that social media and mobile advertising will become increasingly common over the coming year.
"They are definitely becoming mainstream. You'll come across social media campaigns all the time," he explained.
Mr Dendy also claimed that social media and mobile advertising campaigns will be run in conjunction with direct marketing campaigns, as this approach is likely to garner the best results.
"The multiple campaign still is the winner, rather than single channel," the expert added.
Recent research from marketing software solutions company Unica found that almost half of advertisers have started to use social networking platforms as part of their campaigns.
In addition, one-quarter of marketers intend to make their first use of social media within the next year.
