Home > Uncategorized > Who is clicking and why…?

Who is clicking and why…?

One of my favorite industry bloggers is Seth Godin… and I guess Im not alone since I just read that he writes the most popular marketing blog in the world!

Anyway, his short insightful blogs posts offer an interesting mix of solid marketing perspective along with thoughtful advocacy about things he cares about. One of his recent blog posts called The “Unclicking 84%” brings us to a set of stats that is particularly relevant to our recent discussions about online advertising and online consumer targeting. The results of a recent study found that,

“the number of people who click on display ads in a month has fallen from 32% of Internet users in July 2007 to only 16% in March 2009, with an even smaller core of people (representing 8% of the Internet user base) accounting for 85% of all clicks.”

This is pretty significant considering many of us are re-focusing marketing objectives and re-investing advertising budgets with the assumption that overall click through rates are increasing not decreasing.

And, as we have discussed in class, does the creative component of the ad matter if your target consumer isnt part of the 8% of internet users who are clickers? This general breakdown reminds me of the 80-20 rule in marketing, and business in general, that would similarly point to 20% of consumer base contributing to 80% of profits. But, in an online environment, do the consumers in the 8% actually purchase? Do they make up the majority of online sales, website visits, etc? And, what happens if this number continues to decline…?

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