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"Traditional" Web Advertising Fails on Social Networks

You can't find a lot of effective advertising on social networks, according to Forrester Research. The Web research group says that traditional marketing just doesn't work on sites like MySpace and Facebook, as evidenced by the ineffectiveness of run-of-site, microsite, and other "push" advertising tactics.

Forrester says the ROI of the campaigns it studied was very low, which means marketers have to do better a better job of engaging users by providing something of value. Social networks are built on relationships, so, too, should the advertisers' relationship with users. Social networking pages are meant to be engaging; users will ignore anything that doesn't draw them in.

Read the whole story at VNUnet.com »

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