Social media are going to play a large part in online marketing campaigns this Christmas, according to new research.
Research by internet marketing affiliate network LinkShare found that at least 43 per cent of companies involved in some form of online advertising campaign over the holiday period this year will be taking advantage of the unprecedented opportunities offered by Facebook, Twitter and other social networking websites.
Another 37 per cent of online marketing respondents said that they would be hoping to tempt customers over Christmas with online vouchers and special offers, while 17 per cent would be creating videos to promote their online advertising.
Just 18 per cent of companies surveyed believed that next year’s rise in VAT would have a deleterious effect on their online marketing budgets – with 30 per cent sure that the increase would spur companies on to make more effectively targeted campaigns than ever before.
The network’s managing director Liane Dietrich commented: “A call for more targeted and measured campaigns is certainly in line with what we are seeing from our own customers who are looking to increase their efficiency, and after the Christmas sales boom this will remain important.”
With the growing popularity of iPads and smartphones, many companies that use internet advertising believe that video campaigns are set to become more important than ever next year.
Nearly 30 per cent of respondents surveyed agreed that online videos, which can be searched for using Google or other engines, would be the largest digital advertising format, although another 28 per cent were sure that the likes of Twitter and Facebook would continue to reign supreme in 2011, dominating the online marketing world.