Time-poor web users 'need targeted online marketing'

Category: Online marketing

November 12th 08, 08:50

Digital agency professionals should ensure their online marketing campaigns are highly relevant and targeted to attract the attention of increasingly overloaded web users.

This is the conclusion of a new study by Yahoo!, which suggested that four-fifths of UK internet users feel overburdened by the sheer wealth of data available on the web.

Most of these Britons said they unconsciously filtered out content that was useless to them, while almost eight in ten indicated a preference for marketing messages that offered them something in worth in return for their precious time.

Yahoo! Europe's Kristof Fahy explained that the findings suggested marketers should refine their ads to avoid loading consumers with more information than they need.

"Successful marketers will develop innovative strategies to help people filter their already overstretched attention," he added

A report published by Ofcom earlier this year revealed that British consumers now spend an average of 24 minutes a day on the internet, up from six minutes a day in 2002.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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