Like many people I’ve decided to get rid of my monthly TV cable package and instead moved to an internet only household. It took a little adjusting but its working out really well….until that is the marketing and adverting agencies starting to move into this space.
Why I hear you say is this annoying you Peter?, surely it just the same when you had cable television or newspaper adverts etc. Unfortunately its not, and its an issue advertising/marketing and brand people need to be aware of, and this is why.
Main stream advertising in the past used to be confined to magazines, billboards and TV commercials etc. When reading a magazine article for-instance I can choose to ignore the advert on the opposite page or glance at it if I see value to me. It does not stop me reading the content article. Now the issue for me is that online advertisers think its a good idea to #@*^ me off by popping up an advert right in front of me when Im busy reading content online. Then when I click the little box to remove it they then send me to their product website. Now the old way advertising agencies used to please clients was to say x amount of people saw the advert so we have achieved the goal etc. But this old metric does not work online…what they have achieved is a consumer (me) who is now really angry at the brand for intruding on my reading and channel of focus.
So marketing/advertisers be warned, respect your audience, don’t @!*% them off by intruding on their personal space/focus when they are in the zone…there is a time and place. The marketing profession is better than this, but it seems it is really struggling to adapt to the new internet media and that of a more empowered and sophisticated consumer.
The real challenge is to deliver your brand/message content in a timely respectful way that engages your targeted audience. This is where localized /personalized content based on the user persona will come to the fore. (my next blog post expands on this idea)
Peter Allott -www.thelevel.com