So the average number of Web pages Google had available to index in 1998 was about 25 million. As of summer 2008, do you know how many unique Web pages Google had available to index? A record-breaking 1 trillion unique Web pages. That’s right 1 trillion.
Also, 65,000 new videos are added to YouTube on a daily basis.
In 2005 (the most recent year available), almost 40 billion product catalogs were published. That equals 134 catalogs for every person in the United States. Who needs that many catalogs?
The American Association of Advertising Agencies says people are only able to absorb, at most, 100 ads per day out of the 2,000 to 3,000 we are exposed to.
And, people just don’t trust advertisers. In an old Gallup poll from 1998 that rated honesty and ethical standards against a range of professions, advertising pros were near the bottom of the list, between lawyers and car salespeople. Ouch.
So who do people trust? “‘Word-of-mouth’ [is] the most powerful selling tool…78 percent of consumers say they trust the recommendation of other consumers.” – Nielsen, Trust in Advertising, 2007 Global Consumer Survey Report. This is especially true of the young generation of 14-24 year olds. This age group spends more than 16 hours online (that’s more than they spend watching TV!). They also like to send IMs – 56 percent say they spend more than an hour each day texting or instant messaging. A full 25 percent prefer social networking sites like Facebook and Myspace than actually hanging out in real life with their friends. And, finally, 96 percent use a social networking site every day.
That means their friends mean more to them and have more communication with them than your ads ever could.
What does this mean for you?
You need to get on the social networking sites and fast.
According to a Prospectiv survey conducted in early 2008, 87 percent of those polled (800 users of social networking sites) felt that targeted ads on social networking sites didn’t match their preferences. This means that you actually have to put some thought into the ads you use on social networking sites. Using blogs and reviews might actually work better in the long run than just advertising on these sites. By actually creating a relationship with people, you’ll earn their trust.
The ads that did work on social networking sites were one-off coupons and discount offers from brands and products that users already purchase. Take the time to really target your ads by using technology that lets you read more about the user. Knowing their occupation or interests is key to getting a targeted ad that will get a click-thru.
By getting on social networking sites as a user and an advertiser, you’ll create memorability and trust. By users repeatedly seeing your ads, they’ll be more likely to click on them.
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