Today's consumer is socially more connected than any other time in the history of mankind and has greater access to information on everything ranging from news about a remote place in South America to the latest fashion trends from Paris. The consumer is no longer a lame sitting duck that can be subjected to ad after ad in newspapers and TV. She now has the advantage of technology improvements like TiVo to be selective in watching ads on TV and has been forced, by being bombarded by flashy ads on webpages, to learn to tune out the ads that pop-up everywhere.
If we categorize the web viewers from to novice to savvy, based solely on the number of hours spent on the net and the comfort level using it, would the demographics show people are less likely to click on ads displayed if they are veteran web users? As a user of the internet from its birth in 1993/1994 I can state that most ads on webpages are invisible to me and I hardly ever click on them. Though I would like to think otherwise, I doubt that I am unique in this aspect and for sure there must be millions in my camp.
The younger user who has been exposed to this form of advertising from an earlier age will learn even faster than the generation before to become immune to advertising and be skeptical of the information presented. With the increasing number of companies that are now targeting mobile devices for marketing, this trend to be inoculated against advertising and informational blogging from brands and companies is only going to grow...I hope that through a series of posts and contributions we can delve deeper into how to deliver valuable content and a meaningful message to capture an audience and most importantly retain the audience so that we may be successful digital marketers.
If we categorize the web viewers from to novice to savvy, based solely on the number of hours spent on the net and the comfort level using it, would the demographics show people are less likely to click on ads displayed if they are veteran web users? As a user of the internet from its birth in 1993/1994 I can state that most ads on webpages are invisible to me and I hardly ever click on them. Though I would like to think otherwise, I doubt that I am unique in this aspect and for sure there must be millions in my camp.
The younger user who has been exposed to this form of advertising from an earlier age will learn even faster than the generation before to become immune to advertising and be skeptical of the information presented. With the increasing number of companies that are now targeting mobile devices for marketing, this trend to be inoculated against advertising and informational blogging from brands and companies is only going to grow...I hope that through a series of posts and contributions we can delve deeper into how to deliver valuable content and a meaningful message to capture an audience and most importantly retain the audience so that we may be successful digital marketers.
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