Internet audience. Pros and cons
In this article I will try to tell you what fundamental differences can be between an ordinary audience and an online audience, and how this can affect conversion in its broadest sense.
Any manufacturer or seller of a product or service wants to know about its products. He also wants society to respect and value not only its products, but also the brand itself as a source. Below I want to describe the differences in the features of working with a regular and online audience and introduce the reader to some important factors that affect the effectiveness of an advertising campaign.
Ordinary potential buyer. Minuses:
1) The speed of information. Any appeal needs to be printed, drawn, etc., and then placed or distributed somewhere, and this requires a lot of time, and, most likely, effort.
2) The speed of dissemination of information. If we do not take for example television and radio, then any printed information should find the reader. It will also take a lot of time.
3) Counting convolution. If you have ordered the printing of an advertisement in a newspaper, then after the publication of the print run you will not be able to know with a certain degree of probability how many people saw your advertisement. You can rely on some “average statistics”, but you can be sure that the publisher will always overestimate this figure by an order of magnitude. And your manager will have to spend a lot of effort constantly filling the database, asking each caller how he found out about your company.
4) The conversion efficiency of the classical audience of the 20th century is as follows. Suppose your potential buyer bought a newspaper with your ad. He opens it, glances over with his eyes and nevertheless draws attention to your ad. In a few seconds he has an opinion about whether he is interested in your proposal or not. If, nevertheless, he is interested in it, he can get a phone, dial numbers on it and make a call. What will happen next? Further, you or your manager will pick up the phone and will answer customer questions. And here I have to focus on the ability of your manager to inspire confidence, on the ability to convince the buyer that he needs your product and, ideally, today. Unfortunately, not every manager can boast of deep knowledge in the psychology of sales, therefore, the lion’s share of customers will be lost.
Internet audience. Pros:
1) The speed of submission and dissemination of information. Information on the Internet is distributed instantly, no matter what type of distribution we take. Contextual advertising after approval will be shown to the buyer in just a few seconds. If we talk about social networks, and put in the appeal a certain viral effect, then the number of people who saw your ad can reach a million per day, you must admit this is a lot.
2) Conversion. Statistics systems exist on almost every site and any site owner can find out how many views the context page or the entire site had in a month, a day, or even an hour. The situation is similar with contextual advertising. Any contextual advertising system can tell you exactly how many clicks were made on your ad on the previous day. Learn more about converting.
3) Efficiency. If your potential buyer saw your ad and it attracted him, he clicks on the ad unit and gets on your site, and ideally, on the page that is intended to sell a particular product. The information on this page can be presented in the form that will inspire confidence and encourage the visitor to saddle the purchase, for example, by adding your product to the basket. This is a very important point. Taking into account the exact knowledge of which text to write and how to arrange important information blocks, you can reduce customer losses several times. Here you will not be attached to the abilities of your manager or to his current mood.