How can you really reach the online community?
One of the largest challenges these days is how to reach consumers online without bombarding them with crap (yes I said it) that they don't want to see nor do they need. The old marketing campaigns of loading up a website with banners and dancing girls promoting low mortgage rates is really no different than interuptting Monday Night Football with a commercial promoting Soap. If I'm not using TIVO or a DVR, I'm up getting a beer or more chips. As a user, I always look for the close button and never click on the banners that surround the sites I am on. If I want something, I'll go find it. Therefore, the real challenge is to create something that is engaging and display it in a format that will attract the user based on the experience, not necessarily the product. I know....that sounds counterintuitive, but it's true.
Of course, from an advertiser's perspective, if all you do is entertain the online community but don't sell anything or make a profit, then your dead in the water. Just look at YouTube. It has all the eyeballs in the world and is still searching for ways to turn a profit. The problem is that everytime YouTube tries (overlays as an example), the YouTube world goes nuts. Twitter may be in that same boat soon. All the users in the world who visit those sites, view them as free; free from advertising, free from being interrupted, free to everyone. Hmmmm......kind of sounds like our Government (that's a discussion for later).
So what is the solution. Well first, platforms need to be created where the user can be engaged without really knowing, or more importantly feeling that they are being used for something or sold. Sorry, but that is the society we have created and now live in. Futhermore, advertisers need to create engaging content that actually captures the imagination, not just the attention. Finally, these two concepts need to come together and present the user with a fun engaging experience that allows the user to determine what and for how long they engage. Until this is realized or someone determines that CPMs are no different than an interruptive commercial on TV, advertising online will be nothing more than a ship that is caught in a storm without a rudder. The winds will take us where ever they determine and it may not be the destination we are looking for.
Advertisers must remember that the heart holds hands with the mind (and they both hold hands with the purse strings).
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