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Marketers Rely On Online Advertising To Help Consumers Find Them On Facebook And Twitter

August 3, 2011: 01:48 AM EST
Consumer packaged goods companies are learning that promoting their Facebook and Twitter accounts in online ads, especially within the ad so users do not need to click away from the site they are on, leads to higher response rates. For example, Mrs. Meyers recently ran an online ad that posted consumer-interaction data much better than the industry's average figures, with 35 of every 1,000 online users clicking the ad's Learn More button, which leads to the brand's Web site, about 35x the average rate. Hyperlink seller Kontera designed an online ad for Kraft that highlights the food company's promotion deal with the TV program "Glee." Adding Facebook and Twitter content transforms online ads into something more alive, according to marketing expert and author Andy Smith.
ANDREW ADAM NEWMAN, "Brands Now Direct Their Followers to Social Media", New York Times, August 03, 2011, © The New York Times Company
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