Marketers can enjoy "more bang for their bucks" by promoting brands through social media, an expert suggests.
Duncan MacPherson, co-founder of professionals networking website My8020.com, makes his comments to online resource the Media Post, asserting social networking websites allow industry figures to communicate conveniently and quickly.
He argues that as print declines, brands will find they can see better returns on investment through online marketing.
"Anyone striving to narrowcast to a high-caliber group of decision makers in the business community can effectively reach their target audiences by way of this very captive space," Mr MacPherson concludes.
Earlier this year, Tim Weller, the group chief executive of Incisive Weiner, told online resource E-consultancy companies must ensure they offer engaging content if they hope to market to other businesses through the medium.
He explained that publishing such content aids search engine optimization, lead generation and encourages participation with a brand.
Furthermore, Mr Weller suggested, the purpose of Web 2.0 is to engage and interact with others.