June 12, 2014: Users online are smart. They use the internet every day and are no longer phased by fancy blinking banner ads or emails that promise they will make $5,000 in a single week. In fact, KoMarketing’s 2014 B2B Web Usability report revealed that the top elements causing buyers to leave vendor websites included distracting video or audio that plays automatically and animated ads that crawl across a page or pop up.
Yet, businesses continuously “dumb down” their marketing and advertising for users in hopes of reaching the highest number of people. While the world has no shortage of idiots, the average internet user is middle class and many have an advanced education: the 2011 census showed that almost 90% of all households in the United States that had bachelors degrees had internet access.
Instead of tricking your audience into believing something is real (e.g. the Pepsi Max commercial that the internet has decried as fake), why not focus your efforts on creating lasting connections through genuine storytelling, which makes great experiences for your users?