As we say on the home page: “Markets are conversations”. Irish web content expert Gerry McGovern writes in his blog this week that, “Marketing used to say: ‘Don’t go down that road, go down this road. My destination is much more interesting.’ On the Web, we choose our destination and will not change it. Marketing must now say: ‘I can help you get to your destination faster and easier.’”

In the information-rich 21st century, McGovern says, the Internet succeeds because “it helps us make better decisions. We go to the Web to get more details. We go to the Web on a mission. When was the last time you went to Google and said, ‘I wonder what should I search for today?’ You go to the Web wanting to buy a lawnmower. The chances of your attention being caught by some clever ad for a vacation in Greece is very, very small. ”

“The Web is the land of the skeptic, the cynic, the impatient, time-starved, information-overloaded consumer who is on a mission. The mission is to solve a problem, answer a question, get a good deal. The Web is the land of the comparison shopper, the person who wants to read reviews to see if the product is actually any good.

“Trying to grab the attention and tug the sleeve of this information-rich consumer is much more likely to irritate than to interest them. Presenting them, on your homepage, with the big, smiling face of some actor who has never used your product, is a good way of getting them to sneer at you.”

Tags: content, Gerry McGovern, internet content, online marketing

Posted on Monday, September 22nd, 2008 at 6:18 pm under Marketing, Technology.

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