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I hate navigating a layout and being unaware of where I am and what I’m supposed to be doing. Some street signs are deliberately designed to confuse you when you need clarity most.
Similarly, a lot of marketers make poor assumptions about their target audience and location in relation to the message.
Don’t make uninformed assumptions about where users are, who they are and what they are doing.
- Think about where the user is and what they are doing. Seek out data that confirms your theory because you could be wrong.
- Think about what you want the user to do. Tell them clearly in a simple way.
- Think about how they are going to receive that information. Put yourself in their shoes and try it yourself. Does it make sense? No? Go back to step one.
An interesting piece of research came out this morning about habits of Canadian media users:
The average Canadian now spends more time on the Internet than watching television, according to a new survey from Ipsos Reid, a shift in digital habits that reflects the increasing prevalence of computers in our lives.
The findings in this study reinforce my previous calls for investment in better Internet access for Canadian users. Not only that, but this study really brings to light the inequality in traditional vs. digital media spending on behalf of advertisers and marketers. I don’t believe that traditional media is dead. However, this new data should pave the way for better and fair funding of commercial and non-profit initiatives online.
Canadians now spend more than 18 hours a week online, compared to just under 17 hours watching television.
Although those aged 55 and over were still more likely to spend a longer time watching TV than younger generations, Canadians as a whole were spending more time online for the first time, Ipsos said.
What a brilliant idea.
To promote their exhibition stand at the Franfurt Book Fair, Eichborn the publisher with the fly prepared 200 flies with an ultra light banner. The banner was attached with natural wax. After a short time the banner dropped off by itself. And the flies were not harmed.