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Friday, May 18, 2007

Marketers will Increase Social Networking Spending

Direct Marketing News is reporting on an eMarketer report entitled “Social Network Marketing: Where to Next?"  With a second mortgage you may be able to read the report yourself, until then the eMarketer summary will have to suffice. 

Ad spend on social networking is projected to be about $900 million for 2007, and is projected to rise to $2.5 billion in 2011.  That number was $350 million for 2006.  $2.5 billion seems like a lot, but to put it in perspective, local search advertising is supposed to reach $11 billion for the same period.

Forecasting is hard.  No doubt eMarker has some stat geek running linear regression on historical data to arrive at the new figure, but I think they're way under the mark.  I have no spreadsheet data to back me, but gut instinct tells me they way underestimate the market.  Social marketing is still maturing, so historical data isn't much of a guideline.  I think when it matures the online dollars from many deep pocketed agencies will gravitate to what I feel are superior branding opportunities relative to paid search. So who is right?  Check back with me in 2011...

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About the author:
I am a copywriter who specializes in online and direct marketing. Direct response is my strength, but I also do SEO Copywriting. Send me an email if you're looking for a copywriter.I do online sales letters, ppc ad campaigns, landing pages, press releases, and email marketing campaigns. Offline I write sales letters and direct response copy.Beyond writing copy, I am interested in testing and analytics. I'm from the Claude Hopkins school of scientific advertising. If you can measure it, you can improve it.

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