Driving traffic to your site: Social network advertising versus email, radio and the rest

This paper reports on a survey of consumers' media preferences in the U.S., Canada, UK, Germany, France and Japan to gauge the effectiveness of social media advertising as a driver of traffic to websites.

Driving traffic to your site: Social network advertising versus email, radio and the rest

Andrew Haughton and Jenia Lazarova Deloitte Strategy

How effective is advertising around social networks as a driver of traffic to other sites? Advertising spend on social media has grown rapidly in recent years as brands and agencies have sought ways to engage consumers signing up to social, microblogging and recommendation sites. But while news feeds, links and referrals on social sites drive substantial traffic to destination sites, advertising around social networks appears to have a more limited impact.

Social network advertising as a traffic...

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