Innovative online marketing may be the best way for advertisers to come out of the recession in good shape, it has been suggested.
Web traffic is increasingly shifting towards sites – such as social networking services – that do not yet offer a sound, effective advertising model, according to Morgan Stanley internet analyst Mary Meeker.
She told the Economist that these websites therefore offer a cheaper marketing opportunity for businesses, offering those looking to spend less on advertising with a low-cost way of promoting their offerings.
However, this may only be truly effective if marketing managers can come up with an innovative way of reaching out to website users through their campaigns, Ms Meeker noted.
This echoes recent advice from research company IDC, which released a report earlier this week suggesting that while usage of social networking services is on the rise, conventional forms of advertising are failing to work on these sites.
It suggested that getting users to do more than communicate with each other on such websites may hold the key to seeing advertising success on the social media platform.
