Social Marketing Limited By Advertiser Confusion

MediaPost Publications, July 29, 2008 — A recent JupiterResearch study underscores that actual spending on social media marketing has not caught up with the hype surrounding the emerging category.

The report found that half of all advertisers are spending less than 5% of their online budgets on social marketing in 2008. Keeping budgets small is the highly customized nature of social media campaigns, compared to search or display advertising.