At this stage of the public’s evolving sophistication in its perception and judgment of online media, Ads need to do more that simply appear on a web page and perform some sort of nifty animation. Ads like this no longer have enough juice to attract consumers and stick and stay in their minds. Consumers have become desensitized to advertising that simply struggles for their attention by relying on movement and staccato flashing. If an ad is to have any chance at making an impression and potentially, a conversion, it needs to provide more than visual gimmickry and fluff.

Ads that actually offer something of value to a consumer like useful product information or help in choosing the right product from a selection of products are the ones that are making a connection with the buying public. Consumers might be amused by a cute ad that wiggles and flashes, but they’ll appreciate, interact with, and remember an ad that serves as a means to actually help them accomplish something and further their goal of deciding which product to buy or service to engage. (more…)

The days of shiny destination portals and product sites as all-encompassing consumer conversion tools are over.  It is no longer enough that a destination page features a slick presentation; a de-rigueur over-designed marquee that promotes your product.  Sensitivity in design is necessary now that users have become more familiar with website use, functionality, and purpose and expect them to provide more than just an advertising pitch.  To get consumers to value the site and perform any conversions you intend them to do, your site needs to offer features such as toolsets and other engagement points that are useful and enticing enough for repeat visits for information as well as for functional tasks which yield information and useful results.

A good toolset must involve something that the consumer can take advantage of without actually purchasing the brand’s product to do so.  Often these users are seeking information beyond the products themselves.  Something as simple as a clearly marked button, a module that enables them to forward information via e-mail to friends or facilitates a download of information, or sample applications can help make consumers view a brand’s site as a useful resource.

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