Hey friends. Just observed some pretty intelligent marketing by JobsinSocial.com, although you might call it risque.
You know those Facebook ads on the side of your profile everyday? Mine are always related to social media marketing. Check out the four ads that loaded tonight:
Hey, eyes up here, buddy!
Which one of those ads attracted your attention first? And why? I’m guessing the top image.
It’s an age old saying that ‘sex sells’, and it couldn’t be more obvious than in this line up. Jobs in Social has no reason to use this image in their marketing, and it has nothing to do with their product offering. But they do understand the speed of social media and the need to attract attention quickly. Every time a consumer clicks on an item on Facebook, these ads re-load. Jobs in Social knew they would have to have an image that would catch the consumer’s eye, and encourage him or her to click through to their website. They went with the sex appeal of this photo.
Amateur Photos Work Best
But that’s not all. This is not a professional photo. It’s not staged, and it looks like what we’re used to seeing on Facebook: amateur photos. When advertisements looks natural, we are less likely to ignore them, because it doesn’t scream Ad! (source)
Overall, I say Jobs in Social is achieving one thing: attention. But not much more. I clicked through the ad, found out the content wasn’t relevant to me, and clicked away immediately. What does this look like on their ad stats? A click-thru. Which is ‘success’ according to common online measurements. But was it really successful? You be the judge.
I have donned the iPad for nearly 2 months now, and have discovered a new lifestyle that changes the way I consume media. The iPad has power, it has style, and it has unique customizability. What does it ‘change’ in my media consumption? Everything. I have adjusted the way I browse the web, I have re-organized my bookmarks tab, and I have avoided flash websites like the plague. The web-interface of the iPad has really opened my eyes to the safety behind a tablet-based web browser.
iPad Ad Click-Thru Rate: 1-2%
If I see an advertisement on a website, I am much more likely to click on the advertisement through the built-in Safari browser on the iPad. Gone are the days of dozens of pop-ups littering my desktop because I got linked to a malicious website. My advertisement click-thru rate on a laptop or desktop computer is probably close to .05%. In fact, I used to pride myself in knowing that I would never fall for clicking an online banner advertisement.
Since a large majority of my web-browsing has shifted to my iPad, I have found myself clicking advertisements at a much higher rate, approximately 1-2% click-thru rate. This is much higher than the average online click thru rate of 0.27%. Meaning in 1,000 banner ad displays I see on my iPad, I will click 10-20 to learn more information, compared to 2.7 clicks on average.
Perhaps I am not the only one. If you use the iPad, do you see yourself clicking more advertisements than you would on your laptop/desktop computer?