Marketers urged to avoid overloading consumers with info
Internet Marketing
11 November 2008
Those involved in internet marketing would do well to make their campaigns as targeted and relevant as possible to avoid being ignored by overloaded consumers, Yahoo! has suggested.
The internet company's Return on Attention study found that the majority of British web users feel overloaded by information on the internet, with almost 90 per cent of respondents admitting to unconsciously blocking certain data to avoid time wastage.
According to Yahoo!, the fact that most consumers would also prefer to receive a relevant message, entertainment or the chance to learn something new in return for their attention should also be noted by marketers, UTalkMarketing reports.
"Online marketers need to think hard how to better target and engage with their time-poor audiences," said Kristof Fahy of Yahoo! Europe.
"Successful marketers will develop innovative strategies to help people filter their already overstretched attention."
According to communications regulator Ofcom, the amount of time spent on the web every day by the average Briton rose from six minutes in 2002 to 24 minutes in 2007.
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