Why the world stopped clicking

[mandy]

Are consumers becoming too saavy? Or is it time to re-examine the way we engage them.

If you remember cassettes, chances are you also remember marketing as a "pulling" proposition: the brand communicates a message in hopes of pulling consumers into a store or spurring further action. Advertising was seen as bait, intended to entice consumers "in" to find out more. In Asia, this mode of marketing is still very much alive.

On the Web, that strategy meant that success could only be measured one way: by counting clicks. But consumers caught on immediately, and click-through rates began to fall. As it turns out, consumers both globally and in Asia are too savvy and the web is far too interactive to gauge success solely by clicks. To do so is to ignore the Web's true promise of providing true interactivity and complex brand engagement...

full article: http://imediaconnection.com/content/20265.asp