ReportsSocial media marketing 'set to evolve'
Businesses will use social media in new ways next year to reach more consumers, according to a new report.
Research firm eMarketer's Social Network Ad Spending: 2010 Outlook study predicts that US businesses will seek to combine their social media advertising campaigns with other offline and online campaigns next year.
They will also look at ways of linking social networking initiatives with localised marketing and mobile strategies, according to the forecast.
Debra Aho Williamson, eMarketer senior analyst and report author, says it is likely businesses will spend much of their social media budgets on "creating and maintaining a fan page, managing promotions or public relations outreach within a social network, and measuring the impact of a social network presence on brand health and sales".
Social networking websites accounted for over 20 per cent of all online display ads viewed in the US in June, according to a study by comScore.
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