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 "... a clear majority of Americans say that social media has no effect on their purchasing decisions.
Despite the popularity of "social media", videos and “rich media”, banners are still the workhorse of online advertising.
No matter your opinion or feelings on the issue, spending on standard online banner advertising will grow 11.4% during 2011, reaching $ 6,560 million and will continue rising to $ 8,630 million in 2014.
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In 2010, online advertising spending will grow to $25 billion, and will represent 20% of the entire advertising market by 2014.
The figures of a report by PricewaterhouseCoopers called “Global Entretainment and Media Outlook for 2010 to 2014” match the data from another study by David Hallerman, senior analyst at eMarketer.
“Steady gains in online ad spending will mean an additional $11 billion flowing into the space over the next four years, increasing the Internet’s share of total media ad spending from a bit more than 15% in 2010 to over 20% in 2014”, reported eMarketer.com.