Social media suffers false start

There have been a "fair few" false starts for social media and mobile as marketing platforms, one expert has claimed.

Phil Turnbull, marketing manager at Hostway, said he believed web media would be "number one" in marketing tools for a very long time and was likely to evolve itself into something else as the internet advanced.

In contrast, he noted: "[Mobile marketing] does require a different approach and I don't think we are going to see mobile marketing replace traditional web marketing."

However, speaking at the Technology for Marketing & Advertising event, Mr Turnbull speculated that mobile marketing would become more important, as it would act as a support to web marketing.

On the subject of social media, Ben Heald, chief executive officer of Sift, recently told the Intellect Annual Regent Conference 2009 that social networking communities could be "very valuable" to businesses, as they acted as an intermediary between advertisers and the community users.

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