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.
The study also reveals its own top 10 golden rules of online marketing:
- 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.