Digital Impact: The Two Secrets to Online Marketing Success by Mayar Vipin & Ramsey Geoff

Author:Mayar, Vipin & Ramsey, Geoff [Mayar, Vipin]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2011-05-17T16:00:00+00:00

Perhaps more so than in any other digital channel, social media requires that marketers rely heavily on the use of Magnetic Content, versus standard advertising formats, to communicate their brand messages. This reflects the fact that consumers in social media environments are far more interested in communicating, sharing, and being entertained and therefore much less interested in receiving advertisements. Marketers seem to be on board. A June 2010 survey by King Fish Media found that marketers using social media were significantly more likely to use branded content (73 percent), expert content (72 percent), video (51 percent), and other forms of compelling content to attract consumers. Notably, only 35 percent said they were using advertising for social media efforts.

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