Consumers Rely on Internet, Advertising, Now More Than Ever
Consumers depend on the internet for information. That is a fact. If they didn’t, Google wouldn’t be processing over 3 billion searches per day. The Web provides businesses and brands with cheap, unlimited space to provide what their consumers want and need, which includes information. But while many have embraced the web and all it offers, far too many businesses underestimate the power of the internet to connect with consumers.
“The reason Google is so valuable is because it’s the linchpin of the expansive, information-driven age. It links seekers of information to providers of information in the most accurate and efficient way. It proves that there’s a marketplace for information unlike any we have ever known. And modern brands must compete in that marketplace,” says Barry Wacksman of AdWeek.
Websites, at the very least, should be loyalty driving vehicles, where goal oriented consumers can connect with brands, make purchasing decisions and seek product related information. In addition, consumer dependence on the internet provides great potential for Internet-based directional advertising, for both retailers and brands.
A recent OMD study that tested consumer perceptions about advertising found that 81% of consumers said advertisers need to continue to communicate about their products, especially during a recession. Consumers said they would be more receptive to cost-savings messages and products that are positioned as investments. For low involvement products, marketers need to communicate brand benefits.
“The task for marketers therefore is to explore more efficient ways to connect and listen to their consumers in order to reduce costs, while still maintaining a presence in the marketplace and connection to their consumers,” says Joe Marchese, President of Socialvibe. “It’s possible that this economy will force marketers to innovate, and finally begin the shift of massive, high-waste, traditional media budgets into more engaging, measurable interactive marketing initiatives.”
When your consumers go online, will you be there?
Rachel
Tags: Advertising, Economy, Google, internet, OMD
