Customer Preferences in Online Advertising-Part 1 of 3
| Category: Online Promotion | Date: 2003-10-20 |
Online consumers have given some very explicit information regarding their preferences when it comes to advertising. According to research conducted by Jupiter (www.jup.com), a worldwide authority on Internet commerce, there are several things online business people need to be aware of in order to increase their advertising effectiveness.
I have created this 3-part series of articles as a commentary relating to the results of Jupiter’s study entitled, “Inside the Mind of the Online Consumer”. It will help you understand what the information means to you. Taking heed to the recommendations Jupiter reveals will most certainly improve your advertising response rate.
Customers Use the Internet for Information
Forty-eight (48) percent of consumers online use the Internet primarily as a utility device, not an entertainment device. This means they are using the Internet as a tool, not a toy. Because of that fact, consumers are primarily looking for information, not games. This is not a new revelation. However, how this fact relates to advertising is new.
Customers Want Information-Based Ads
According to the customers in Jupiter’s survey, they respond to advertising that compliments their online activities. Forty (40) percent said they respond more readily to online ads that are informative rather than entertaining. This would include new product developments, benefits-oriented ads and those focusing on service issues.
Notice that one of the categories listed is “product benefits”. This is where the majority of online advertisers fall to pieces. It is simply imperative that online advertising copy be filled with benefits. Online consumers are looking to answer the question, “What’s in it for me” over and over again. They are seeking information and the advertising you give them should fill that need.
How to Build An Information-Oriented Ad
So now that we’ve learned that customers are ready and waiting for us to provide them with information-based advertising… how do we do it? Does that automatically mean you have to go with long copy? No, not at all.
According to Jupiter, “Advertisers that are marketing high-consideration products, which require a more informed purchase process, should focus more exclusively on consumers’ online information needs. Advertisers that are marketing low-consideration products – for which consumers require little information in order to complete a purchase – have more leeway to take a less informative and more entertaining approach to their advertising.”
It’s just as I’ve stated for years. Let your target market lead your decision to use long or short copy. Those seeking information on affiliate programs, MLM programs, high-investment products or services, etc. are going to be seeking more information than someone in search of a new bathrobe. For more detail in this area, visit http://www.ktamarketing.com/articles_longcopy.html.
Here are some suggestions you can use to help build a successful information-type ad:
1. Include statistics – When you make a sales claim, back it up with information, including statistics. You might say, “Our saucepans have a non-stick coating that’s guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of the time.”
2. Include targeted benefits – You must include targeted benefits to make your message hit its mark. Let’s take the saucepan example a bit further. “Our saucepans have a non-stick coating that’s guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of the time. You get omelets that come out of the pan whole. You get sautéed chicken that makes a beautiful presentation on the plate. You get less waste, less burnt food and more healthy cooking because you use no oil.” Now those are benefits any chef would think are important.
3. Provide content on your site that backs up your claims – As you surf the Web take note of information that supports your advertising claims. Surveys, research, reports, testimonials, etc. can all provide valuable information that could move a customer from the point-of-decision to the point-of-purchase.
4. Submit articles – Customers looking for information are much more likely to respond to a URL listed in an article than a bold-faced advertisement. Because articles provide information in a non-threatening way, they work along the same level as endorsements and referrals. Write articles relating to your area of expertise and submit them to article archive sites and Ezine publishers.
5. Offer a free report – Give away information free with a purchase or subscription to your newsletter. Since information is what surfers are looking to receive, it will work as a big incentive.
Next in the series will be a focus on ads that are avoided and shunned by online customers… and how to be sure yours isn’t one of them!
About the Author
This article may be reproduced, in part or in whole, provided proper attribution is given to the author and the author’s web site.
Karon Thackston
karon@ktamarketing.com
KT & Associates
http://www.ktamarketing.com
This article provided by the InfoZone Archives at: http://www.MakingProfit.com
karon@ktamarketing.com
http://www.ktamarketing.com
I have created this 3-part series of articles as a commentary relating to the results of Jupiter’s study entitled, “Inside the Mind of the Online Consumer”. It will help you understand what the information means to you. Taking heed to the recommendations Jupiter reveals will most certainly improve your advertising response rate.
Customers Use the Internet for Information
Forty-eight (48) percent of consumers online use the Internet primarily as a utility device, not an entertainment device. This means they are using the Internet as a tool, not a toy. Because of that fact, consumers are primarily looking for information, not games. This is not a new revelation. However, how this fact relates to advertising is new.
Customers Want Information-Based Ads
According to the customers in Jupiter’s survey, they respond to advertising that compliments their online activities. Forty (40) percent said they respond more readily to online ads that are informative rather than entertaining. This would include new product developments, benefits-oriented ads and those focusing on service issues.
Notice that one of the categories listed is “product benefits”. This is where the majority of online advertisers fall to pieces. It is simply imperative that online advertising copy be filled with benefits. Online consumers are looking to answer the question, “What’s in it for me” over and over again. They are seeking information and the advertising you give them should fill that need.
How to Build An Information-Oriented Ad
So now that we’ve learned that customers are ready and waiting for us to provide them with information-based advertising… how do we do it? Does that automatically mean you have to go with long copy? No, not at all.
According to Jupiter, “Advertisers that are marketing high-consideration products, which require a more informed purchase process, should focus more exclusively on consumers’ online information needs. Advertisers that are marketing low-consideration products – for which consumers require little information in order to complete a purchase – have more leeway to take a less informative and more entertaining approach to their advertising.”
It’s just as I’ve stated for years. Let your target market lead your decision to use long or short copy. Those seeking information on affiliate programs, MLM programs, high-investment products or services, etc. are going to be seeking more information than someone in search of a new bathrobe. For more detail in this area, visit http://www.ktamarketing.com/articles_longcopy.html.
Here are some suggestions you can use to help build a successful information-type ad:
1. Include statistics – When you make a sales claim, back it up with information, including statistics. You might say, “Our saucepans have a non-stick coating that’s guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of the time.”
2. Include targeted benefits – You must include targeted benefits to make your message hit its mark. Let’s take the saucepan example a bit further. “Our saucepans have a non-stick coating that’s guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of the time. You get omelets that come out of the pan whole. You get sautéed chicken that makes a beautiful presentation on the plate. You get less waste, less burnt food and more healthy cooking because you use no oil.” Now those are benefits any chef would think are important.
3. Provide content on your site that backs up your claims – As you surf the Web take note of information that supports your advertising claims. Surveys, research, reports, testimonials, etc. can all provide valuable information that could move a customer from the point-of-decision to the point-of-purchase.
4. Submit articles – Customers looking for information are much more likely to respond to a URL listed in an article than a bold-faced advertisement. Because articles provide information in a non-threatening way, they work along the same level as endorsements and referrals. Write articles relating to your area of expertise and submit them to article archive sites and Ezine publishers.
5. Offer a free report – Give away information free with a purchase or subscription to your newsletter. Since information is what surfers are looking to receive, it will work as a big incentive.
Next in the series will be a focus on ads that are avoided and shunned by online customers… and how to be sure yours isn’t one of them!
About the Author
This article may be reproduced, in part or in whole, provided proper attribution is given to the author and the author’s web site.
Karon Thackston
karon@ktamarketing.com
KT & Associates
http://www.ktamarketing.com
This article provided by the InfoZone Archives at: http://www.MakingProfit.com
karon@ktamarketing.com
http://www.ktamarketing.com
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