A recent study from the CEFRIO sheds some light on our behaviour toward different types of online marketing activities. Some revealing points of this study are:
- 93% of internet users ignore online banners and publicity in general;
- 80% find it invasive, especially when used in a popup or overlay;
- In terms of message type, 25% tolerates publicity in search engines, 21% find text links ok, 18% find banners to be fine, while only about 6% likes overlays.
- However, traditional marketing can drive online trafic: 60% of respondants will sometime refer to links presented in magazines and 50% will sometime look at links presented on TV.
- Do not take the user ostage - always offer a way to close or bypass it;
- Do not interfere - overlays or animations are to be used cautiously;
- Be respectfull - leave the choice up to the user;
- Be contextual - place your publicity on a site that have some contextual meaning to your offer;
- Be unintrusive - place publicity at the top or on the side;
- Publicity should be displayed transparently within the page flow;
- Use the medium - be different from other media channels;
- Be informative and subtle - never be coarse;
- Be funny or amusing - a pub that makes you smile can never be negative;
- Consent - for email marketing.
Named one of the most influential industry contributors by the Digital Analytics Association. With over twenty years’ experience empowering organizations to analyze and optimize their online channels, Stéphane has cemented his position as a leading voice for online analytics and optimization.
