Internet advertising on the increase but needs to be different than traditional model
It’s not surprising that there is a trend towards all the forms of internet advertising given the size of the mall and ‘footfall’ but…
But there is a downside!
The downside is that “At least three in five consumers are very frustrated with six of the main Internet advertising characteristics, and there is the potential to see a backlash forming. To be successful, those that advertise on the Internet will need to come up with more engaging ways to connect with consumers.”
It could well result in a backlash and the study concludes, “Although the trend among advertisers is clearly towards the Internet, advertisers have to walk a fine line”.
Traditional advertising model doesn’t work
However, the potential backlash could well be due to the advertisers or their agencies approaching it from a traditional advertising perspective.
Traditionally, advertising takes the form of exposure or push marketing where tv images, hoardings/billboards, press and magazine, even direct mail, are up-front, in your face advertising designed to attract attention.
The hope is that of those that are exposed to it, will be interested, motivated and take the ‘call-to-action’ specified (if any). They have to compete in the space and the need to be seen is paramount.
New model needed
The internet has turned the tables with searchers/browsers in the driving seat and invariably searching for what interests them not what advertisers would like them to see.
Any activity which interupts that process or detracts them from that goal will, by definition, frustrate, disrupt that process and annoy them.
The trick will be to find a more passive advertising model that complements the users search process but I don’t think we are quite there yet.