Customer Preferences in Online Advertising-Part 1 of 3

Online consumers have given some very explicit information regarding their preferences when it comes to advertising. According to research conducted by Jupiter (www.jup.com), a worldwide authority on Internet commerce, there are several things online business people need to be aware of in order to increase their advertising effectiveness. I have created this 3-part series of articles as a commentary relating to the results of Jupiter's study entitled, "Inside the Mind of the Online Consumer". It will help you understand what the information means to you. Taking heed to the recommendations Jupiter reveals will most certainly improve your advertising response rate. Customers Use the Internet for Information Forty-eight (48) percent of consumers online use the Internet primarily as a utility device, not an entertainment device. This means they are using the Internet as a tool, not a toy. Because of that fact, consumers are primarily looking for information, not games. This is not a new revelation. However, how this fact relates to advertising is new. Customers Want Information-Based Ads According to the customers in Jupiter's survey, they respond to advertising that compliments their online activities. Forty (40) percent said they respond more readily to online ads that are informative rather than entertaining. This would include new product developments, benefits-oriented ads and those focusing on service issues. Notice that one of the categories listed is "product benefits". This is where the majority of online advertisers fall to pieces. It is simply imperative that online advertising copy be filled with benefits. Online consumers are looking to answer the question, "What's in it for me" over and over again. They are seeking information and the advertising you give them should fill that need. How to Build An Information-Oriented Ad So now that we've learned that customers are ready and waiting for us to provide them with information- based advertising