Companies looking to launch internet marketing campaigns on social networking sites must do so in a subtle and intelligent way, according to one expert.

Riley Samuda, sales executive at the official magazine of the Chartered Institute of Marketing, said social networks will only become an established platform for web advertising if ads are seen to fit with the user experience.

Speaking at Technology for Marketing & Advertising 2009 at Earls Court in London, he explained that brands must be clever about how they place content on sites such as Facebook and Twitter.

"It’s not about having a banner or a generic online advert, it’s about how you integrate your brand with that site and that will lead to good returns as well as confidence," he stated.

Indeed, he pointed out that consumers log in to social networking sites to communicate with one another, so brands need to find a way to relate to that experience and link their advertising with what users are doing on the sites.

Technology for Marketing & Advertising 2009 took place on February 24th and 25th 2009 and included 55 seminars on topics such as website design and customer relationship management.

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