Such has been the rapid growth of social networks like Facebook and MySpace that one in three European online advertisers plan to launch their own profiles in the next 12 months.
A report by JupiterResearch examined the practice of trying to engage directly with potential customers through the Web 2.0 sites.
But the research group warned that only a quarter of internet marketers currently measure how often the users of these social sites interact with their online ads.
"The majority of European online advertisers plan to use engagement Marketing tactics in the next year, so it is vital that the industry finds ways cheaply and accurately to measure the impact of these campaigns," said Nate Elliott, senior analyst at JupiterResearch and author of the report.
He added: "Most European advertisers jump on the engagement marketing bandwagon without truly understanding which tactics represent the most appropriate and effective use of their marketing resources."
Simple tactics in use by marketers on social network sites include getting people to submit pictures or videos to advertiser websites.
However, measuring an effective return on investment for this type of advertising is difficult, as it does not fall into traditional categories.
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