Digital marketing campaigns 'must be more innovative'

14:00 4th May 2010

Marketers have been told that their digital marketing campaigns need to be innovative in order to grab the attention of internet users.

According to aggregator service TweetMeme, internet users are bombarded with adverts regularly, so a digital marketing campaign needs to have something about it to make it stand out from the crowd.

Speaking at the recent digital marketing exhibition Internet World, TweetMeme's chief operating officer Jim Monks stated that only catchy or interesting adverts will get attention from internet users as a result.

He added that microblogging site Twitter can be an effective digital marketing tool if it is used correctly by marketers.

Mr Monks explained that re-tweeting could be a good way to spread a message via the social media website.

He said: "The approach we're taking is we're looking more at your friends recommending something and sending it to you, which may not be as many, but it's a higher conversion rate because you trust the recommendation."

Although a survey last year found that spending on social media marketing is set to be increased throughout 2010, a recent report by independent market analysis company Business Insights found that social media websites will struggle to become profitable companies.

The report found the social media industry could be worth as much as $29 trillion (£19 trillion) over the next five years.