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Article: Opinion piece: social media: should marketers engage and how can it be done effectively?
- Article from:
- Journal of Direct, Data and Digital Marketing Practice
- Article date:
- January 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Palgrave Macmillan, a Division of Macmillan Publishers Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Introduction
From the success of social networking sites to the explosion in user-generated content, we have seen a dramatic shift in how consumers interact with the internet. The rise of social media as an influential marketing channel has, however, caught many in the industry off guard. Online advertising has been criticised for its creative limitations for years, but changes in the internet landscape have created new opportunities to engage with customers in ways not possible through offline channels.
With the opportunities, however, come specific challenges for marketers, many of whom have naively treated the online channel as they would a magazine ...