Customer Preferences in Online Advertising-Part 3 of 3

Written by Karon Thackston

In part two of this series, we discussedrepparttar annoyance factor of online ads and how to overcome them. In this last article, I'll tell you how to use behavioral traits to direct advertising efforts rather than demographics.

I am a strong proponent of defining your target audience. If you don't know who you are communicating with, how will you be able to do it effectively? Jupiter Communications' ( survey backs up my claims.

What Difference Does Behaviorism Make? I'm sure almost everyone has heardrepparttar 101174 phrase features vs. benefits. The entire premise behind this statement is that you must tellrepparttar 101175 audience what's in it for them. How, if you don't know their concerns, their hopes and their needs, are you going to define benefits that will make a difference to your target customer?

The difference between demographics and behaviorism is that one tells yourepparttar 101176 basics andrepparttar 101177 other tells you repparttar 101178 details. Demographics let you know that your customer is a man employed in upper management who is 45 years old, has 2 children and makes approximately $50,000 per year.

Behaviorism tells you that, because he's a man, he is compelled by information-type ads. (If he were a she, she would most likely respond to animation or sound.) It also tells you that he's burned out on corporate politics, having a mid-life crisis, can't being to think of how he's going to pay for college for 2 kids and is in bad need of a raise! Now… which profile do you think you could communicate more effectively with? The demographic orrepparttar 101179 behavior? (It's a rhetorical question!)

Target Everything About Your Advertising People hearrepparttar 101180 phrase "target marketing" and "target audience" allrepparttar 101181 time. But do you understand how extremely important those phrases are torepparttar 101182 success of your marketing campaign? You simply must, MUST know your target audience.

When you communicate with them through advertising, you absolutely have to be able to address their fears, their problems and their concerns with a solution. They want to know what's in it for them. If you don't understand what they need, you simply can't answer that question.

Targeted advertising increases sales!

Customer Preferences in Online Advertising-Part 2 of 3

Written by Karon Thackston

In part one of this series, we discussedrepparttar fact that studies show information leads over entertainment. We discovered that Web site visitors are primarily looking for information, and therefore, ads should be more information-oriented.

The second ofrepparttar 101173 three discoveries inrepparttar 101174 Jupiter Communications ( survey that I will comment on isrepparttar 101175 discovery that some online advertising is seen as an extreme annoyance. Let's be sure your ads aren't included in that group.

What They Hate No one likes to be bombarded with advertising. We all see it everywhere we go. It's on television,repparttar 101176 radio, billboards, and even grocery story carts for goodness sake. However, online advertising is viewed asrepparttar 101177 most aggressive.

Jupiter found that 49% of those surveyed said online advertising wasrepparttar 101178 most intrusive of all. Many were willing to tolerate ads in broadcast or print media, probably due torepparttar 101179 fact that they could leaverepparttar 101180 room, changerepparttar 101181 station or turnrepparttar 101182 page. However, online ads hold an extremely negative reputation.

From my experience, this is most likely due torepparttar 101183 fact that online ads often have a "used car dealer" air to them. I have seen many that look like they're all produced from repparttar 101184 same template.

These ads promiserepparttar 101185 sun,repparttar 101186 moon andrepparttar 101187 stars. They scream about why you simply must buyrepparttar 101188 product or service. Then, to make it worse,repparttar 101189 site captures your email address and you receive hundreds of email advertisements via an autoresponder that apparently has no end.

The Worst Possible Ads The worst offender is pop-up ads. These arerepparttar 101190 advertisements that pop ontorepparttar 101191 screen as you click through a Web site. They advertise specials or offer subscriptions to Ezines, etc. Once thought to be a tremendous sales tool, these ads have become increasingly offensive.

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