Online marketing is something that’s been around for some time, but the past few years of social networking popularity combined with the necessity for more effective marketing has brought us into a new realm of social media marketing.
It’s been somewhat experimental, given the need for the cooperation from both social site publishers and participating brands. There’s also been the issue of metrics, which have come from site publishers as well as third party services. The result is a long-standing interim of wonderment at the effectiveness of social media marketing. But looking at companies such as Dell, Skittles, Burger King and Starbucks and it’s clear that running certain kinds of marketing campaigns on various social networks does in fact have a lasting effect. And it all boils down to engagement.
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