Digital advertisers will find virtual community sites such as Myspace and LinkedIn useful promotional tools when it comes to fulfilling their goals for the next year, a new report has indicated.
A survey conducted by Unisfair into advertising priorities for the future found that marketers are most interested in building on existing relationships with current customers and attracting new clientele, eMarketer reports, with 48 per cent looking to concentrate on the former and 60 per cent on the latter.
Unisfair observed that social networking sites would be particularly effective in working towards attaining these goals, an opinion supported by 48 per cent of marketers who stated they would be increasing the number of virtual events held by their companies during 2010.
The site judged to offer the most value to advertisers was LinkedIn, with 26 per cent of businesses feeling it provided the best return on investment (ROI).
Last month, a poll carried out by MarketingProfs found that 70 per cent of firms felt they were not accurately measuring the ROI of their social media campaigns, with the main reason for this thought to be a lack of necessary resources, with 39 per cent considering this to be the problem.
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