Want to know why?
No Relevance.
Is it any surprise that chronic socializers are choosing relationships over buying things. Big companies are spending millions of dollars to tap into the social networking scene, but MySpacers aren’t biting.
“Direct marketers say only a fraction of 1% of the people who see the ads click on them.”
If you’ve used MySpace, you know that the ads are pervasive. So much so that it’s become another form of marketing noise to be ignored.
The article goes on to talk about how social network advertising is still in it’s infancy, and will eventually come into it’s own. Sure, there’s potential there. But until these marketers find a consistent way to become relevant to people who simply want to connect with their friends, their ads will continue to be the annoying “friend” that people secretly wish would go hang out somewhere else.
Best way (generally) to reach people online? Make sure people can find you when they actively look for the thing that you offer. Growing brand awareness can be an exception, but most people simply need a helpful website and ways for people to actually find it.
How to effectively handle those visitors is another post entirely. =)
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