This article provides an in-depth analysis of customer preferences in online advertising, based on research conducted by Jupiter, a global authority on internet commerce. It offers insights into what consumers want from online ads and how businesses can enhance their advertising effectiveness. This is the first part of a three-part series that delves into the mind of the online consumer.
Nearly half (48%) of online consumers use the internet primarily as a tool for information, not as a source of entertainment. This implies that they are more interested in obtaining information than playing games. While this is not a new revelation, its implications for advertising are significant.
According to Jupiter's survey, 40% of customers respond more positively to online ads that provide information relevant to their online activities. This includes ads about new product developments, benefits-oriented ads, and those focusing on service issues.
One key area where many online advertisers falter is in highlighting product benefits. It is crucial for online ad copy to be filled with benefits, as online consumers are constantly seeking answers to the question, "What's in it for me?" They want information, and your advertising should meet this need.
Understanding that customers want information-based advertising is one thing, but how do you create such an ad? Does it mean you have to use long copy? Not necessarily.
Jupiter suggests that advertisers marketing high-consideration products, which require a more informed purchase process, should focus more on consumers' online information needs. Advertisers marketing low-consideration products, which require less information for a purchase, have more flexibility to take a less informative and more entertaining approach to their advertising.
Your target market should guide your decision to use long or short copy. For instance, those seeking information on affiliate programs, MLM programs, high-investment products or services, etc., will require more information than someone looking for a new bathrobe. For more insights on this topic, visit KTA Marketing.
Here are some tips for creating a successful information-oriented ad:
Include statistics: Back up your sales claims with data. For example, "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."
Include targeted benefits: Make your message resonate with your audience. For instance, "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."
Provide content on your site that supports your claims: Use surveys, research, reports, testimonials, etc., to provide valuable information that could move a customer from the decision-making stage to the purchase stage.
Submit articles: Customers looking for information are more likely to respond to a URL listed in an article than a bold-faced advertisement. Write articles related to your area of expertise and submit them to article archive sites and Ezine publishers.
Offer a free report: Give away information free with a purchase or subscription to your newsletter. Since information is what surfers are looking for, it will serve as a significant incentive.
Stay tuned for the next part of this series, which will focus on the types of ads that online customers avoid and how to ensure yours isn't one of them!
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