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Big brands to start making money from social media in 2013, says new report

Published:  13 December, 2012

2013 will be the year that big brands and advertisers can finally expect to start making money from social media sites, according to media analysts Millward Brown.

 

2013 will be the year that big brands and advertisers can finally expect to start making money from social media sites, according to media analysts Millward Brown.

The coming year will also see the increasing importance of using mobile and smartphones to communicate directly with consumers. It reveals that shoppers are now not only open to being targeted through intelligent digital advertising, they expect it. But marketing and advertising agencies will have to use more sophisticated campaigns to keep pace with what works.

Millward Brown is confident Facebook will increasingly be used to sell products and provide new, richer advertising opportunities for brands as users become accustomed to seeing Facebook as a retail social media site.

The use of social media will increasingly move from listening and monitoring consumers to delivering practical insights in to how they shop and what they want.

Businesses will need to have a mobile and smartphone strategy as part of their marketing budget as major brands diversify their advertising spend through a "omnichannel" approach.

What does and does not work behind a paywall will also become a key area of social media.

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