Making a tour towards news about internet consumers, we realize that young people spend more time in internet than watching television**. Even than the other age groups still spend more time in front of television, we can comprehend the future trend.
So: the movement catches more attention then pictures, but, in internet, people don’t tolerate more then 10s of movie. In the same direction, people don’t trust online banners, but, they trust in other consumers (and this is true for all ages). Well, everybody knows that the word-on-mouth is the best advertising media, so, in this case, what we have to create is the word-online.
Brands like Dove and Roche and a few others have already understood this, and they created spaces for discussion. Me, as a consumer, even if I don’t find opinions about all products and brands, I can find opinions from other consumers about the products from one brand. And it’s better when these brands have professionals to moderate and to give advices to online visitors.
Another problem with internet is segmentation. Some times campaigns are not well directed and have no success. The planning is not easy. Everyday people change. Before, people found Hi5, then, myspace, and now facebook. We need to work with internet daily to understand it. Advertising has to be in facebook before consumers. For example, I am member of a lot of sites, not because I like them, but to know them and to know who is there and who will be.
Having spaces for discussion is only one idea. There are a lot of others for having success in this online world. Creativity and originality are essential to catch consumers. And internet still has a lot of virgin areas.
*40% according to the study “The End of Advertising as We Know It”.
**approximately 82% of European people between 16 and 24 years old spend 12h in internet and only 77% see regularly TV.
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