The Pew Internet and American Life Project put a report out recently that 30% of those who use the Internet go online “just for fun.”a
It is interesting to note that just about six years ago the same group reported that 90% of the users went online to get information. This is a huge shift in emphasis.a
How do you respond as an online marketer or copywriter? David Garfinkel has an excellent post concerning the ever-changing consumer tastes and demands on the web.a
Here are two great insights he gives: a
First of all, it certainly does not mean you should throw the baby out with the bathwater. One of the biggest foibles (another "f" word) of most marketing is that the marketer tries to have fun, with little or no concern for demonstrating value and eliciting a response from the prospect (reader). You still need to demonstrate value and ask for action.
Second, wake up and smell the coffee. What worked five years ago ain't gonna work quite the same today. The Web is evolving, growing, becoming more mainstream. Web visitors are becoming more demanding. As you guide them to make wise purchase decisions, look for new ways to make their experience fun along the way.
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How?
- video
- audio
- interactive quizzes
- interesting graphics (that advance the sale, rather than distract the process)
- information and languaging that stimulates the right brain in a marketing-positive way. Especially, moving stories about people.
We have talked about rich media before, which is what David is talking about here. The only thing I would add to this is to keep in mind that only a little over 30% of online users in the use broadband at this time. So with video and audio specifically there are some severe limitations. I wouldn’t hesitate to use them but only as a small part of your strategy at this time.
a
Now the rest of the things listed above I believe are excellent tools that can add a lot of fun and as a result, value to your customers experience right now. Like he says though, don’t distract from what it is you want to customer to do. The key is to make it an enjoyable experience on their way to doing what it is you want them to do.
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