New marketing channels 'offer challenges'

05/09/2008

Marketers who opt for new media such as social networking and video as part of their online campaigns are increasingly facing obstacles to success in the form of a lack of measurability.

This is according to a new report from Forrester Research, which indicated that marketers working with such channels find it more difficult to measure their success compared with other formats such as search engine optimisation.

However, channels such as user-generated content, social networking, video and podcasts have experienced a 100 per cent rise in usage among marketers this year, Ad Week reported.

Despite this, the website suggested that the measurability problems associated with such content could push more marketers towards search as it can be tracked more easily.

Meanwhile, US spending on online video ads is set to rise over the next two years - although the sector needs to address the issue of how to best measure effectiveness before it can see true success, according to a LiveRail report published by ReadWriteWeb.