Social Media Marketing Comes Under Criticism

January 25th, 2007

Marketers aiming to drive traffic through social media sites such as Digg, StumbleUpon and Reddit are being warned by other marketers who do the same that this traffic is not of good quality.

Their argument is that high placement on Digg, or even on popular blog sites might create a temporary surge in traffic, but upon closer examination one usually finds that this traffic shows high bounce rates and almost never converts into a lead or sale.

Anyone who has advertised on any sort of contextual network or even via blanket emailing or mailshot would have been able to tell these marketing geniuses the same without requiring time-wasting studies. The idea behind most of these Web 2.0 marketing channels is to build a brand and raise awareness, rather than just pushing the Web 1.0 mantra of online conversions.

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