Traditional marketing and advertising tactics fail on social networks

New research suggests that most marketers continue to use traditional marketing tactics on social networking sites, and it’s affecting their return on investment.

Forester Research released the results of a study last month appropriately titled “Marketing on Social Networking Sites”. The results indicated that traditional advertising techniques and microsites were still being used to “push” messages to users of these networks. However, the return on investment from these type of campaigns remains low.

“We believe that marketing needs to turn itself on its head,” said Gurval Caer, president and chief executive at marketing agency Blast Radius. “The goal should not be messaging customers, but rather should be building relationships from the first moment of a delightful experience that will make people’s lives easier, better and richer.”

Forrester found many Internet users were interested in viewing marketer’s profiles – one-third of Gen Y users and nearly half of adults. The best way to engage them on social networks was, the report said, to make use of branded viral elements and to form personal relationships as “friends”, much like “how bands promote themselves on sites like MySpace”.

It’s no longer all all about idly surfing and passively reading, listening and watching. It’s about doing, sharing, socializing, collaborating and most of all creating “- Eckart Walther V.P. Yahoo Inc.

Social media sites are springing up everywhere and it’s hard to get a grip on which ones we need to get involved with to make a success of our marketing or promotion efforts. Here is a link that may help. It is a list of social marketing sites broken down into video networking, social networking, social bookmarking, feeds and a few others.

4 Replies to “Traditional marketing and advertising tactics fail on social networks”

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