Social Media Portal founder Tim Gibbon has claimed that social media sites such as Twitter and Facebook have more potential for online marketing than straight advertising.
Mr Gibbon said that online marketing social media had the advantage of “seamless” integration and so was able to avoid the weakness of direct online advertising – the “unwanted” factor.
He said that since 2005 there has been a huge shift towards social networking, a shift that was finally being recognised by companies who are now focusing on Facebook and Twitter for their online marketing efforts.
A number of companies even print their Facebook and Twitter URLs on receipts to make customers aware of their social media presence, Mr Gibbon noted.
New research this week identified another important phenomenon in the UK online marketing sector, which will have quite an impact on the future – mobile devices and applications.
A study by the Association of Online Publishers (AOP) revealed that most publishers are looking to build online marketing campaigns on mobile devices such as the iPad and even more were planning to launch new apps in the 12 months, offering some of their content and services free of charge.
Researchers found that half of those surveyed were already delivering mobile content, and one in six already had iPad apps. Some 72 per cent had mobile websites up and running, while another 25 per cent were planning to launch them over the next year.
An overwhelming 91 per cent of respondents identified the mobile online sector as an opportunity or “major opportunity” for marketing in the next 12 months – 86 per cent saw the iPad and other tablets as a good place to concentrate, while 84 per cent picked the smartphone and apps 80 per cent would be focusing on apps.