Internet ads must connect with consumers
Will internet ads ever be as effective as other forms of media such as TV?
Internet ads ‘must connect to consumers’
Marketers need to ensure their internet ads are able to connect with consumers, it has been suggested. Chief executive of Borrell Associates Gordon Borrell highlighted that getting inside the mind of an audience is a difficult task for any advertiser.
“The internet isn’t a great branding medium, and in fact is a lean-forward medium as opposed to the lean-back nature of TV viewing, radio listening and newspaper reading,” he continued. Mr Borrell believes this makes the job of online marketers even more difficult, as it is a challenge to draw an audience’s attention away from the task they are undertaking. Internet ads therefore need to be striking and relevant in order to be successful.
There are ways around this, the expert explained, but marketers must be clever in their approach. “It could be as simple as an advert for a familiar store nearby, or it could be related directly to the content, such as an auto ad on auto pages, or a big screen TV ad on an electronics site,” he suggested.
Marketing messages need to have a strong relationship with the consumer to even get noticed, let alone for people to follow them through to another site, the expert emphasised.
Ads also need to offer value to consumers, as simply showing them what is on offer is unlikely to turn heads, Mr Borrell claimed. He used the example of a car advert that simply says “we have great cars – buy one today”, which is unlikely to prove effective in the online domain.
These comments come as digital media research agency Connect Insight discovered that just 17 per cent of internet users consider internet ads to be appealing and have an impact on them. Some of the words used to describe internet ads were unappealing, cheap, intrusive and repetitive, highlighting the tough task marketers have ahead of them.
Living Streams “Improving clients’ profitability through better use of the internet”.
Source: Borrell Associates
Thursday, August 26 2010 by Steve Swallow