Expert: Future of marketing lies in social networking, mobile
Web 2.0
17 July 2008
Social networking is the sector that will see some of the marketing industry's most significant growth in the future, according to one expert.
Tim Armstrong of Google told Canadian Business magazine that the medium represents one of the key growth areas for marketers, along with mobile advertising.
He outlined Google's own activities in the mobile arena and predicted that online marketers will move further towards a business model that makes greater use of analytics to track and measure ad effectiveness.
Mr Armstrong said: "It's still hard to measure how different types of online ads and targeting techniques affect a consumer's perception of a brand."
Advertisers are also more likely to base their strategies on shifts in consumer behaviour rather than work to their own fixed schedules in the future, he claimed.
According to a study by the University of Massachusetts Dartmouth Centre for Marketing Research, 39 per cent of the top 500 fastest growing private companies in the US now made use of a blog as part of their marketing efforts.
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