Social media marketing predicted to rise
Social media marketing campaigns are set to become more popular among companies in the Fortune 1,000, a new report has suggested.
According to research analyst Gartner, more than 60 per cent of these firms will adopt social media as a way of reaching out to customers by 2010.
However, the company warned that half of these efforts will fail as businesses do not yet have the game design skills to cope with the expectations of social media users.
Despite this, social media can offer a key marketing and communication channel for organisations, Adam Sarner, principal research analyst at Gartner, said.
"Data can be collected and used for product development, customer feedback, loyalty management, customer segmentation, campaign targeting and individual or group customer satisfaction management," he noted.
According a survey carried out by US consultancy Cone last month, over 90 per cent of American consumers hold the belief that businesses should utilise social media platforms.
