The Effect of Consumer Multitasking on Internet Marketing
There are a variety of people who visit the World Wide Web for varied purposes. Some look for information for academic purposes and some for commercial or business purposes. Cashing in on the second group of people, the e commerce industry and Internet marketing solutions have become extremely popular. It has become almost a necessity to take up Internet marketing services in order to get noticed and beat competition in the e commerce industry.
The main aim of Internet marketing solutions and services is to catch the customer's eye so that he buys the websites products and services. But, people planning and implementing the advertising campaigns have to bear in mind that the attention span of netizens is very short. They indulge in what is called 'media multitasking'. This means that they do not concentrate on only one task at a time, but try to do many tasks together.
This phenomenon can be attributed to the influx of digital media and technology into the everyday lives of consumers. According to data available on the Internet, consumers multitask around 25 to 30 percent of the time while surfing on the Internet. These tasks may include, watching television, talking on the phone or listening to music. Hence, consumers are distracted when they are viewing online advertisements and promotional campaigns on the Internet.
This factor that the consumer might be distracted due to multitasking must be kept in mind while conceptualising a campaign for an online product or service. Consumer distraction between the various media must be taken into consideration while putting together Internet marketing solutions. This distraction element can also be advantageous to the advertisers. They can find out which media is the most that leads to distraction and plan for accordingly for media allocations in the campaign.
The flip side of this finding is that Internet marketing solutions providers and advertisers will have to work doubly hard to increase the attention span of the consumer when he is online and find means of reducing distraction. They can probably make their campaigns more interactive and provide exciting discounts and packages that will attract the customer, or they can reduce the duration of their advertisements and campaigns to fit into the attention span of the consumer.
Source: http://www.ideamarketers.com/library/article.cfm?articleid=245350
The main aim of Internet marketing solutions and services is to catch the customer's eye so that he buys the websites products and services. But, people planning and implementing the advertising campaigns have to bear in mind that the attention span of netizens is very short. They indulge in what is called 'media multitasking'. This means that they do not concentrate on only one task at a time, but try to do many tasks together.
This phenomenon can be attributed to the influx of digital media and technology into the everyday lives of consumers. According to data available on the Internet, consumers multitask around 25 to 30 percent of the time while surfing on the Internet. These tasks may include, watching television, talking on the phone or listening to music. Hence, consumers are distracted when they are viewing online advertisements and promotional campaigns on the Internet.
This factor that the consumer might be distracted due to multitasking must be kept in mind while conceptualising a campaign for an online product or service. Consumer distraction between the various media must be taken into consideration while putting together Internet marketing solutions. This distraction element can also be advantageous to the advertisers. They can find out which media is the most that leads to distraction and plan for accordingly for media allocations in the campaign.
The flip side of this finding is that Internet marketing solutions providers and advertisers will have to work doubly hard to increase the attention span of the consumer when he is online and find means of reducing distraction. They can probably make their campaigns more interactive and provide exciting discounts and packages that will attract the customer, or they can reduce the duration of their advertisements and campaigns to fit into the attention span of the consumer.
Source: http://www.ideamarketers.com/library/article.cfm?articleid=245350
Labels: affiliate marketing, email marketing, internet marketing, online marketing services uk, optimization, pay per click, search engine optimization, seo solution, website promotion development
posted by Aisha Danna | 11:00 PM
0 Comments:
Post a Comment
Subscribe to Post Comments [Atom]
<< Home