Social Networking Advertising Does not Attract Users

According to research by the consultancy Mintel, more than two thirds (66%) of social network users say they rarely pay attention to ads on these sites.

Thursday, June 16, 2011

More than half (56%) say they dont like buying products they have seen advertised on social networking sites - suggesting that brands have to go beyond paid advertising to influence consumer purchasing decisions .

Senior Technology Analyst at Mintel, Cecilia Liao commented on the data in a press release:

"Our research suggests that social network users do not consider the ads they see there as particularly memorable or relevant, at least on a conscious level. However, this doesnt suggest that they are completely ineffective. "

More on this topic

Are social networks useful for companies?

June 2014

Added to the small level of influence that social networks have on consumer purchasing decisions there is also the ever latent danger posed by situations where communication can seriously damage the company's image.

According to a recent survey by Gallup Inc. published by The Wall Street Journal "...

Print and Online Advertising: Trends Crossing

November 2010

A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.

Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.

Harnessing the Power of Social Media

May 2010

Social media can increase productivity, innovation, collaboration, reputation, and employee commitment with the organization.

On-the-job use of social networks by employees holds the potential to transform the world of work.

Many well-known organizations are leveraging the connective power of social media to enhance productivity, innovation, collaboration, reputation and employee engagement.

The Blind Can See Again

March 2010

There was a time when web page readers didn’t see advertising. This was called ‘banner blindness’.

Even by 2007 usability expert Jakob Nielsen was still presenting studies showing that users rarely looked at display advertising on Web sites.

In the early years of display advertising on Web pages, people ignored ads because they were usually totally irrelevant.

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