In the fickle behavior of online surfers, marketers have become somewhat skittish and possibly overly cautious in their ad campaigns. Have you found that to be true in your own experience? What's the answer to this real problem?
First of all, contrary to a lot of reports, not all ads are considered interruptions by consumers; it is the way that it is being done and the quality of the ad that has been the overall problem.
In the case of online ads we must find ways of making them more relevant. Ads cannot be simple insertions of a product or service coming forcibly across the view of the online surfer. Rather they must provide value for the consumer, with quality information or making them more entertaining and enjoyable to watch.
Of course the most important strength of the Internet in regard to consumers is interactivity and control. Our ads must become much more conducive to empowering consumers and easy-to-use interfaces so people can interact easily. Another thing in this area could be offering capabilities for customers to be able to select lengths or possibly formats of the ads if they want to pursue the product or service more.
The key to making this a reality is to make advertising so important and beneficial to the customer that they make the decision to interact with it and not just click or jump to another site.
This is the same old truth that we must work hard to deliver and create something that people want; consequently ads should be considered a product in and of themselves. We don't want people to only put up with what we are offering, but to look forward to it.
Advertising in the future will probably have less to do about what platform it is on, branding or the products and services offered, rather it will become even more about the experience the customer wants and desires.
Next post: More details on the practicals of making it work
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