Join Our Newsletter





Events Calendar

« < June 2017 > »
S M T W T F S
28 29 30 31 1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 1
Home arrow Market Research Findings arrow Media / Social Media arrow Marketers Up The Ante On Social Media Sponsorships
Marketers Up The Ante On Social Media Sponsorships PDF Print E-mail
Written by eMarketer   
16 Jul 2012
Marketers rely most on blog posts and Twitter to reach their audience

Product placement is alive and well, having been reborn in the digital era as social media sponsorship—compensating social media users, or “influencers,” for mentioning a product or service.

While the practice initially drew criticism from some who argued that social media content should remain ad-free, the trend shows no signs of slowing. In a May to June 2012 poll, a majority of US marketers, 55.5%, told social media marketing company IZEA that they had provided a social media user with some compensation in exchange for a mention on the user’s social media channel.

The research also found that blog posts and tweets have emerged as the preferred mediums for sponsored social media messages among both marketers and influencers. In fact, 54% of marketers had used a third-party blog to get their message out, while 55.4% of influencers had published a sponsored blog post, making it the most popular medium among both groups. But sponsored tweets were not far behind—the poll found they were used by 47.3% of marketers and 51.8% of influencers.

Image

Interestingly, marketers most often said they measured the success of their social media sponsorship campaigns through criteria that were difficult, if not impossible, to quantify. More than eight in 10 marketers said they thought quality of content was an important factor in measuring success, while three-quarters cited the importance of sentiment.

Image

Interestingly, marketers most often said they measured the success of their social media sponsorship campaigns through criteria that were difficult, if not impossible, to quantify. More than eight in 10 marketers said they thought quality of content was an important factor in measuring success, while three-quarters cited the importance of sentiment.

But paying influencers can raise some complications for both marketers and influencers. While older media channels, such as TV and radio, are regulated by the Federal Communications Commission (FCC), social networks are regulated by the Federal Trade Commission (FTC), which has its own set of rules regarding sponsorship disclosures.

About eMarketer
Please visit http://www.emarketer.com/Welcome.aspx for more information

13 July 2012

Last Updated ( 16 Jul 2012 )
 
< Prev   Next >

Polls

How important is market research to start-ups in the current economic climate?
 

RSS Feeds

Subscribe Now