Marketing, Not Ads, Fuels Social Spending Growth According to eMarketer

The large percentage increase in word of mouth campaigns is to be expected as the trend towards marketing using social networks has increased, but compare it to the meagre 8% increase in advertising on social networks.

Is this a blip caused by the surge in popularity of the social networks? I’m thinking not, it feels like a more fundamental shift in marketing away from advertising to a more conversational, social approach.

What this means for the world of advertising networks, media sales houses and everyone in-between is definitely something to ponder. A rocky ride, I suspect. Interesting, also to reflect that both Google and Apple have just bought major mobile advertising networks.

Maybe 2010 is the year that mobile marketing budgets start ramping up the social side of things over and above straight ads. Waiting with baited breath, mobile browser and shonky 3G connection at the ready.