Social media growth is set to continue as one of the foremost areas of potential for online marketing in 2008, according to one expert.

Heidi Cohen of the marketing analysts, the Clickz Network has named online marketing via social networking sites as the number one trend for the coming year.

Marketers’ ability to push targeted offerings tailored to a specific user is one advantage of websites such as Myspace, YouTube and increasingly, says Ms Cohen, Facebook.

Other predictions include the branching out of search marketing to include “social, local, and mobile search” and the evolution of email as a marketing tool, after the demise of promotional email.

“This translates into increased use of behaviorally triggered email related to customer actions, more personalized and dynamic content and greater use of newsletters that provide customers with either valuable or entertaining information,” explained Ms Cohen.

A report published by Veronis Suhler Stevenson expects advertising spending to increase by more than 23 per cent from 2006 to 2011.

Related Topics: General Marketing