Marketers need to consider consumer mindsets, says Yahoo
Published September 29, 2010
Consumers are spending a growing amount of time on the web, but this doesn't mean they are always accepting of ads. Carefully considering the best times to try to engage internet users with ads may help businesses improve their digital marketing initiatives, according to a new study from Yahoo.
Consumers tend to be the least receptive to ads when they are trying to accomplish a goals, such as paying bills. MediaWeek relays that more than half of respondents (58 percent) said they don't want to be disturbed when they are driven to do something, unless advertising is related to the task at hand.
Potential customers are most willing to be engaged by brands when they are using the web for fun. Consumers aren't fully immersed by in activities such as talking with friends or browsing the internet, so ads will have a larger impact on them. In particular, brands can most effectively reach consumers with unique advertisements.
Social activities are a big part of consumers' online lives, which should provide marketers ample time to reach them. According to statistics from Nielsen, Americans spend 22 percent of their online time using social networks and blogs.