Canada’s Web Shop

I just attended the 2008 Search Engine strategy conference in Toronto on June 17-18.  One thing that stuck out in my mind is the changing consumer phenomenon.  Customers want control when it comes to advertising, they want to be presented with advertising when they are actively looking for a product but not when they are not in the market for a product or service.  An example of being presented with ads when searching for a product would be pay per click advertising (the sponsored ads in Google search results).  These ads have proven to be effective for Google and other search engines and effective for searchers (win-win).  Examples of how consumers want control over not seeing ads is the Ipod and a DVR recorder such as Tivo.  I have heard a lot of people say that they do not listen to the radio as much as they are using their Ipod in their car to listen to music.  Again control, listening to what they want to listen to and not what the radio station plays, not to mention the annoying advertising that is sprinkled throughout.  Another example is Tivo, a lot of consumers are using some form of a DVR and watching TV on their time schedule not the networks.  They are choosing not to watch commercials and controlling their media.  Interestng the old consumer had no choice or control and had to deal with advertising.  Now the new consumer has some choices and it will be interesting how far this control is taken with technology.

Posted By: John McDonald (President of Canada’s Web Shop)