Social networking advertising ‘could take off with intelligence’

If organisations are intelligent in the ways they place content on social networking sites, marketing on those sites could take off, it has been claimed.

Riley Samuda, sales executive at the official magazine of the Chartered Institute of Marketing called the Marketer, asserted that people are not concerned with advertising on social networking sites as they only want to exchange information with other users.

Mr Samuda said that the trick for marketers is how to incorporate people’s concerns on social networking sites with advertising.

“It’s not about having a banner or a generic online advert, it’s about how you integrate your brand with that site and that will lead to good returns,” he commented.

Mr Samuda, who made his comments at Technology for Marketing & Advertising 2009, added that this will bring about confidence as well.

The Participatory Marketing Network released a study earlier this month that showed brands are finding it difficult to build a compelling value proposition for Generation Y users – or people born between 1977 and 2002 - within social networks.