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09:44 26th August 2010
Those marketing their products online need to approach their advertising strategy in a different way, according to Gordon Borrell, chief executive of research consultancy firm Borrell Associates.
"The internet isn't a great branding medium, and in fact is a lean-forward medium as opposed to the lean-back nature of TV viewing," Mr Borrell said.
In order to attract and engage the user’s attention, the message must have "a strong relationship with the Internet user" through personalisation such as location and content specific advertisements, according to the expert.
"Very simply, they need to offer value to the consumer and be connected somehow with the mindset of the consumer," he said.
In other IT industry news, over half of the respondents to a report published by Deloitte earlier this month ranked television advertising campaigns to be most memorable in 2010, compared to just one per cent for internet banner adverts, one per cent for iPhone or iPad adverts and two per cent for online video adverts.
Posted by Paul Davis
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