Firms 'should engage with consumers through Web 2.0'
Web 2.0
15 December 2008
Companies would do well to integrate social media into their internet marketing strategies as a way of spreading the word about their offerings.
This is according to a new report from DEI Worldwide, which commissioned research firm OTX to carry out a consumer poll.
It found that over half of web users viewed information from a brand representation as more useful than content on a typical company website, while 57 per cent would be more likely to take action as a result of interacting with a representative, such as buying a product.
Two-thirds of respondents said they would use information from a brand representative to pass on details to others.
"Word-of-mouth is a valuable marketing tool that should be combined with traditional media to create an integrated marketing strategy," remarked Lou Cuming, chief operating officer of DEI Worldwide.
A survey conducted by the US-based Association of National Advertisers earlier this year found that social media integration was viewed as the biggest growth area by 28 per cent of marketers and agencies.
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