Customer Preferences in Online Advertising-Part 1 of 3

Written by Karon Thackston

Online consumers have given some very explicit information regarding their preferences when it comes to advertising. According to research conducted by Jupiter (, 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 torepparttar results of Jupiter's study entitled, "Insiderepparttar 101176 Mind ofrepparttar 101177 Online Consumer". It will help you understand whatrepparttar 101178 information means to you. Taking heed torepparttar 101179 recommendations Jupiter reveals will most certainly improve your advertising response rate.

Customers Userepparttar 101180 Internet for Information

Forty-eight (48) percent of consumers online userepparttar 101181 Internet primarily as a utility device, not an entertainment device. This means they are usingrepparttar 101182 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 torepparttar 101183 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 ofrepparttar 101184 categories listed is "product benefits". This is whererepparttar 101185 majority of online advertisers fall to pieces. It is simply imperative that online advertising copy be filled with benefits. Online consumers are looking to answerrepparttar 101186 question, "What's in it for me" over and over again. They are seeking information andrepparttar 101187 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."


Written by Joseph Tope

Not surprisingly, those who did not experiencerepparttar early, freewheeling days ofrepparttar 101175 net frequently find it difficult to write effective ads for application onrepparttar 101176 web. The spontaneous sense of playfulness,repparttar 101177 undeniable urge to hack,repparttar 101178 use of geekish yet incredibly expressive vocabulary andrepparttar 101179 all-too-easily identifiable leaning towardrepparttar 101180 grungy side (a symptom typical of bothrepparttar 101181 true hacker andrepparttar 101182 wannabe) come together in a way that profoundly challenges, if it does not utterly defeat ,repparttar 101183 newcomer torepparttar 101184 net game. I've jotted down a few observations concerningrepparttar 101185 items that I think are requisite to putting together an effective e-ad; I hope thatrepparttar 101186 following will be of some interest and value to you.

·The ad must be short and pack a punch. A creative ad consisting of about fifteen to twenty words can be a good deal more effective than an ad twice or three timesrepparttar 101187 above length. Browsers (the human kind) have to be caught onrepparttar 101188 fly and they tend to ignore lengthy text. A recent study suggests that sixty-plus percent of all ads placed at web sites fail to connect withrepparttar 101189 short attention spans ofrepparttar 101190 cyber visitors and are, consequently, effectively ignored. ·The ad caption must be compelling. Intriguing word play and smart phraseology can be combined to ensure thatrepparttar 101191 reader's attention is sufficiently captured. Try to work in words and concepts that are current onrepparttar 101192 net; just don't overplayrepparttar 101193 here-and-now hand. It wouldn't hurt to highlight bothrepparttar 101194 present and future value ofrepparttar 101195 target product; a professional copywriter can be immensely valuable in this regard.

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