The Tyranny of Convenience
Last week, we learned that consumers are savvier about how to block pop-ups, turn ads off, and are more sensitive to intrusion than ever. Display and email are currently working well for digital marketers.
As consumer buying habits shift to convenience and away from preference, the sponsored content will be costlier to create to grab consumers' ever-fleeting attention.
“Convenience decides everything.” Convenience seems to make our decisions for us, trumping what we like to imagine are our true preferences. (I prefer to brew my coffee, but Starbucks instant is so convenient I hardly ever do what I “prefer.”) Easy is better, easiest is best.
-- Evan Williams, a co-founder of Twitter
One thing is for sure: based on analysis from real-world data, consumers do not know themselves very well at all. Consumers say they support fair trade and 'the little guy,' yet haggle more than ever in developing nations and put up with monopoly for the sake of convenience. Consumers are highly influenced by trends and what they see around them.
Seems that this trend will make it easier for digital marketers to find ways to influence consumers, not harder.
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