The Alpha Marketer
With the customer rebelling against the way advertising is being presented to them, and the Internet being notorious for people clicking quickly out of anything that doesn't immediately appeal to them, we have been looking at way we must change to make ads palatable to customers.
Dave Morgan writing on Online Spin, had some good insights into several things we need to do to make online ads engage customers and make them want to see them.
There are three things that we can work on to make customers want to see our ad offerings.
Increase relevance to viewers.
We must learn to target ads to people rather than to pages. We will need increase our targeting to a higher level and understand the desire for customers to experience something customized for them. People will engage with something that specifically aligns with their interests. They will definitely want to look at that type of offering.
Ad content with more value.
Adding value to our content not only entails quantity, but more importantly specific information about whatever products or services we offer. Still we must go beyond that also. How fast the information is delivered is also very important.
Either that or the value must come through the entertaining way the product or services are presented that makes the time the visitor spends worth their while. This includes the endless admonition of The Alpha Marketer to ensure that your page design and navigation is straightforward and easy to use.
More control.
Most marketers understand that marketing is all about the consumer alone. They don't care about you or your company. To not understand that is to fail before you even begin.
Failure will be the result of those that don't comprehend the "pull" factor in marketing and offering consumers the empowerment to interact or opt out of any type of ad at any time. The days of pushing something upon a consumer are pretty much over. If done at all it must offer the ability to control the situation or it will fail miserably.
We are already learning that consumers want to be able to interact and exchange with marketers in a way that intimidates some. Yet it is already being demanded by consumers and technology is working hard to catch up with this demand. Dialogue will be a required tool and strategy for any marketing now and in the near future.
The current blog environment, along with user-generated media are a glimpse at where things are going. We all must continually work on way to embrace this and think of new ways to provide opportunities for interaction with our customers.
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