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Do Your Clients Have a North Pole or South Pole Attitude?
Copyright © Bill Vannot - All Rights Reserved
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To begin with, involvement is the most important part of
advertising. Mental measurements, (intentions to click on a
link) are not really actual behavioral measures.
Attitude changes can cause operational changes.
One concept that is grossly misunderstood by many marketers
is trying to measure how long a visitor stays on a website.
Think about this. How can that be accurate when a visitor
could click on a link, have a phone call or unexpected
visitor and be connected to your website for 2 hours? A
crying baby could have your visitor parked at your website
without reading a word about your offers.
Does this make sense? Yes.
In spite of the increasing importance of e-advertising, it
seems that there is no perfect groundwork available on
information processing. How can we tell if our visitors have
North Pole or South Pole attitudes? It's a good question and
one that has no simple answer, if we rely only on numbers.
Visitor attitudes do make a difference.
Most marketers use the basic measurements of the number of
visitors they get to the site, or how many readers are
exposed to their banner ads and other similar measurement
techniques. In a "higher level" involvement situation, the
most interactive people will have a more lasting positive or
negative attitude. Positive attitude people purchase the
advertised offers.
What kind of attitude does your advertising create? If it
isn't interactive, you may be headed for the South Pole.
Involvement really does count so work on it. The most
beautiful website in the universe can miss sales. Bells and
whistles won't necessarily sell for you. Interaction
increases the probability that your visitor will stay longer
at your website. Those who visit for a while will either be
North Pole or South Pole. Hot or cold, make adjustments to
compensate for attitude changes.
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Bill Vannot says if you don't want to be left out in the
cold, try his Red Hot advertising techniques!
Get Advertising that's so hot that it might fry an egg on
the sidewalk.
http://www.successful-marketing.com/advertise.html
Let's get some interaction going for you!
This article may be reprinted freely as long as the
reference box remains intact.
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