The explosion of the internet as the place for information, social interaction, and even entertainment, has greatly changed many of the approaches for increasing the visibility of start-up companies. Fortunately, through evaluating overall consumer trends through both digital and traditional channels, new business owners can also adopt better practices in their promotional approach.
While online content can be cited as one of the reasons for changes in attention spans of consumer audiences, other technologies are also responsible for this need to quickly raise and retain visibility. Traditional televised adverts also show this trend, with brief and eye catching offerings that may avoid being fast forwards through on recorded programmes.
While customers will respond positively to advertisements online, factors such as placement, frequency, and actual content can influence the outcome of this approach. Although the evidence from televised channels shows a similar reaction, online adverts are often considered an intrusion into personal time and space:
- Customers feel pressured when ads are forced into digital content
- Constant pop ups can negatively influence brand perception
- Click bait content is often viewed as spam
- Concerns over malware and cookies can prevent people from following ads
The result is that online marketing becomes a balance between maintaining visibility and also appealing to consumer demands. Less intrusive advertising, promotions that actually appeal to the customers as individuals, and transparency in the manner in which companies track data and customers can all support a more effective campaign that actually involves less effort and monitoring.
Further resources in overcoming the need for but also the consumer aversion to online advertising do include simply respecting consumer wishes. Less intrusive and “pushy” approaches reinforce the customer desire to consider an advert on their own terms, rather than feeling as though they are being bullied into paying attention. The simplicity of this respect can carry over in to best practices, and can also distinguish the brand as one that truly cares about consumer needs.