What do People Want Online?
It’s not what you think it is.
by Jay Conrad Levinson
What people want online is a question guerrillas ask
themselves a lot. Whether it's for fun or work or something else, understanding
a consumer's motives once he or she logs on is a necessity. But the
experts don't seem to agree on what people want.
Some folks see the web as a vast, new field for advertising messages, assuming
that while people may want to do something else, if we can entice them
with flash, we can sort of trick them into paying attention to our
products and services.
Guess what. That’s not gonna happen.
Other folks seem to subscribe to the notion that people online are looking for
entertainment on the Internet, and therefore they construct messages aimed at persuading
while playing. And, in other cases, the time-honored direct-response
model wins out: Grab people when you can, get 'em to take an action,
and then market, market, market. The answer may be that the consumer has and
wants a lot more control than we give him/her credit for.
Today, webmeisters are in control. Sort of. In a perfect cyberworld,
people will be in control. Sort of.
Two recent studies shed light upon this dilemma. One was conducted
by Zatso. The other was conducted by the Pew Research Center. Zatso and
Pew. (Those guys didn’t spend much time reading
"how-to-name-your-company" books, I guess.) Still, both of their
studies illuminated the answer as to what people want to do online.
The answer, as most answers, is very utilitarian: People want to accomplish
something online. They're not aimless surfers hoping to discover a
cybertreasure. Instead, the average Net user turns out to be a goal-oriented
person interested in finding information and communicating with others
– in doing something he or she set out to do.
Look at the Zatso study. "A View of the 21st Century News Consumer"
looked at people's news reading habits on the web. It revealed that reading
and getting news was the most popular online activity after email.
The guerrilla thinks, "That means email is number one. How might I
capitalize on that?"
One out of three respondents reported that they read news online every day, with
their interests expanding geographically — local news was of the most
interest, U.S. news the least.
Personalization was seen as a benefit, too. Seventy-five percent of
respondents said that they wanted news on demand and nearly two out of three
wanted personalized news. The subjects surveyed liked the idea that they,
not some media outlet, controlled the news they saw. They feel they're better
equipped to select what they want to see than a professional editor.
Again, control seems to be the issue. Again, guerrillas think of ways to market
by putting the prospect in control.
The Pew Research Center study revealed that regular net users were more
connected with their friends and family than those who didn't use the Internet
on a regular basis.
Almost two-thirds of the 3,500 respondents said they felt that email brought
them closer to family and friends — significant when combined with the fact
that 91% of them used email on a regular basis. That’s 91%. It
took VCRs 25 years to achieve such market penetration.
What did people in this study seem to be doing online when they weren't doing
email? Half were going online regularly to purchase products and
services, and nearly 75 percent were going online to search for
information about their hobbies or purchases they were planning to make.
Sixty-four percent of respondents visited travel sites, and 62 percent visited
weather-related sites. Over half did educational research, and 54 percent
were hunting for data about health and medicine.
A surprising 47 percent regularly visited government web sites, and 38 percent
researched job opportunities. Instant messaging was used by 45 percent of
these users, and a third of them played games online. Even with all the hype in
the media, only 12 percent said they traded stocks online.
What does this mean to e-marketers? It means that if you’re constructing
a site for goal-oriented consumers, you'd better make sure you can help
facilitate their seeking. Rather than focus on entertainment, flash,
and useless splash screens, the most effective sites are those that help
people get the information they want when they need it.
Straightforward data, information that invites comparison, and straight talk are
going to win the day.
A client buddy of mine showed me his website which heralds his retail location
and attempts to sell nothing online. He said it has been the biggest
moneymaker in the history of his 35-year old company. Then he
apologized for its lack of glitter and special effects. He asked how his
site could be so successful even though it lacked anything to add razzmatazz and
dipsydazzle.
Now, you know the answer.
Jay Conrad Levinson is probably the most respected marketer in the world.
He is the inventor of "Guerrilla Marketing" and is responsible for
some of the most outrageous marketing campaigns in history -- including
the "Marlboro Man" -- the most successful ad campaign in history.
In his latest book, "Put
Your Internet Marketing on Steroids" Jay reveals how you can use
marketing steroids legally to make your business insanely profitable.