When creating ad content, many of us have stuck to the old K.I.S.S. method, or Keep It Short and Simple (also known as Keep It Simple, Stupid for those less subtle). For those of us who have been holding on to that adage, prepare to have your world changed. A new Google Test has revealed that responses are more nuanced than what we thought.
Time is always of the essence. We expect instant information like we expect running water. When we click on a link for an answer, we expect it now. More times than not, if there’s a delay, we’ll stop the inquiry process all together. Consumers want information faster than ever, and Facebook has the newest tools to give it to them. In the interest of keeping consumers happy, businesses have turned to Facebook, which is now offering particularly creative, interactive ways to grab and hold the attention of consumers.
A number of consumers don’t like annoying ads, ad clutter, slow-loading sites and sites that use way too much data due to too many ads. Ad-blocking companies are making it easier for users to control their experience by blocking ads on all sites or the sites they select. So, are consumers that use ad blockers all pirates? Are they consuming free content but not letting sites make ad revenue? Or did publishers and marketers bring this upon themselves?
Among the many very informative sessions on the first official day of SXSWi, one of particular interest to new businesses was called Ten Big Legal Mistakes Made by Internet Companies, led by Carl Butler, VP of Legal at Angie’s List, and David Wong, an intellectual property expert and attorney for Barnes & Thornburg LLP. In a nutshell, the session, despite its title, was centered around best legal practices for new businesses with insights on trademark laws, copyright infringement and the legal pitfalls surrounding digital work product, just to name a few.
The days of herding consumers from one destination to another are long gone. Today’s consumers are free range. They move unrestricted across a varied landscape of traditional and digital media, integrating multiple sources, online and off, into their purchase decisions. Consumer choices arise now from a cat’s cradle path of inputs, from word of mouth to traditional advertisements to branded apps to third-party review sites to social media, bouncing back and forth until landing on a decision. Pinning consumer purchasing decisions to a single cause is not only more difficult but over time is becoming less and less relevant. The contemporary consumer makes buying choices like a committee reaches consensus, only with the best advice from every available group member.