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 Wednesday, 5th August 2009, 12:30:00

Social media 'is becoming a more popular advertising channel'

Social media 'is becoming a more popular advertising channel'

Online marketers are increasingly turning to social media to raise the profile of companies and products, according to a recent study.

The survey, conducted by the Association of National Advertisers (ANA), BtoB Magazine and marketing services firm mktg found that two-thirds of marketers used social media in campaigns this year.

This was more than three times the proportion who did so in 2007.

Some 50 per cent revealed that they had made use of viral videos in their campaigns, which was an increase of 25 percentage points from the figures two years ago.

Facebook was the most popular social networking site among marketers, with 74 per cent saying they had utilised it in their strategies, with YouTube and Twitter in second and third on 65 per cent and 63 per cent respectively.

Bob Liodice, president and chief executive officer of the ANA, commented: "As more media platforms become available, it is imperative that all marketers continue to assess their capabilities and select the platforms that are best suited to help them."

This comes after the Future of Commerce report conducted by Hill and Knowlton found that for many young web users, social media is the equivalent of word of mouth.

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Categories:  |  Online Marketing / Search  |  

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