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CGM Unit for Jupiter
JupiterResearch has launched a new 'Social Marketing research' service which will specialise in online social networking and user-generated media, otherwise known as consumer-generated media or CGM.
The service aims to provide marketers and site owners with recommendations on how to profit from the use of consumer-generated content, blogs, podcasts, and other emerging media tools. The 'Social Marketing' offering will form part of the firm's Marketing & Advertising suite of research products, which also includes Advertising & Branding, E-mail Marketing, Online Behavior & Demographics, Search Marketing, and SMB Marketing.
Jupiter Analyst Emily Riley, author of the recent report, 'Viral Marketing: Budgeting Beyond Social Media', comments: 'Social media has grown exponentially in the past year. This explosion has allowed advertisers to engage in an ever-changing dialogue with customers. In the near term, an increasing number of advertisers – over forty percent – are planning to use new online social marketing tactics such as viral, Weblog, and podcast advertising.' Nearly one in five marketers are intending to use online viral marketing tactics in the next year, according to the report.
The name 'Social Marketing' reflects JupiterResearch's belief that viral advertisers should capitalize on consumers' exposure to viral ads and subsequent search for more reliable information. David Schatsky, President of sister company JupiterKagan, explains: 'Social Marketing helps companies capitalize on the growing phenomenon of interactive social media. Our research in this area will help companies gain unique insights into the effective use of next-generation tools.'
JupiterResearch is online at www.jupiteresearch.com .
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