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What do People Want Online? It's not what you think it is.
By Jay Conrad Levinson

What people want online is a question guerrillas ask themselves
a lot. Whether it's for fun or work or something else, under-
standing a consumer's motives once he or she logs on is a
necessity. But the experts don't seem to agree on what people
want.

Some folks see the web as a vast, new field for advertising
messages, assuming that while people may want to do something
else, if we can entice them with flash, we can sort of trick
them into paying attention to our products and services.

Guess what. That's not gonna happen.

Other folks seem to subscribe to the notion that people online
are looking for entertainment on the Internet, and therefore
they construct messages aimed at persuading while playing. And,
in other cases, the time-honored direct-response model wins out:
Grab people when you can, get 'em to take an action, and then
market, market, market. The answer may be that the consumer has
and wants a lot more control than we give him/her credit for.

Today, webmeisters are in control. Sort of. In a perfect cyber-
world, people will be in control. Sort of.

Two recent studies shed light upon this dilemma. One was
conducted by Zatso. The other was conducted by the Pew Research
Center. Zatso and Pew. (Those guys didn't spend much time reading
"how-to-name-your-company" books, I guess.) Still, both of their
studies illuminated the answer as to what people want to do online.

The answer, as most answers, is very utilitarian: People want to
accomplish something online. They're not aimless surfers hoping to
discover a cybertreasure. Instead, the average Net user turns out
to be a goal-oriented person interested in finding information and
communicating with others -- in doing something he or she set out
to do.

Look at the Zatso study. "A View of the 21st Century News Consumer"
looked at people's news reading habits on the web. It revealed that
reading and getting news was the most popular online activity after
email. The guerrilla thinks, "That means email is number one. How
might I capitalize on that?"

One out of three respondents reported that they read news online
every day, with their interests expanding geographically -- local
news was of the most interest, U.S. news the least.

Personalization was seen as a benefit, too. Seventy-five percent of
respondents said that they wanted news on demand and nearly two out
of three wanted personalized news. The subjects surveyed liked the
idea that they, not some media outlet, controlled the news they saw.
They feel they're better equipped to select what they want to see
than a professional editor. Again, control seems to be the issue.
Again, guerrillas think of ways to market by putting the prospect
in control.

The Pew Research Center study revealed that regular net users were
more connected with their friends and family than those who didn't
use the Internet on a regular basis.

Almost two-thirds of the 3,500 respondents said they felt that email
brought them closer to family and friends -- significant when
combined with the fact that 91% of them used email on a regular basis.
That's 91%. It took VCRs 25 years to achieve such market penetration.

What did people in this study seem to be doing online when they
weren't doing email? Half were going online regularly to purchase
products and services, and nearly 75 percent were going online to
search for information about their hobbies or purchases they were
planning to make. Sixty-four percent of respondents visited travel
sites, and 62 percent visited weather-related sites. Over half did
educational research, and 54 percent were hunting for data about
health and medicine.

A surprising 47 percent regularly visited government web sites, and
38 percent researched job opportunities. Instant messaging was used
by 45 percent of these users, and a third of them played games online.
Even with all the hype in the media, only 12 percent said they traded
stocks online.

What does this mean to e-marketers? It means that if you're constructing
a site for goal-oriented consumers, you'd better make sure you can help
facilitate their seeking. Rather than focus on entertainment, flash, and
useless splash screens, the most effective sites are those that help
people get the information they want when they need it. Straightforward
data, information that invites comparison, and straight talk are going to
win the day.

A client buddy of mine showed me his website which heralds his retail
location and attempts to sell nothing online. He said it has been the
biggest moneymaker in the history of his 35-year-old company. Then he
apologized for its lack of glitter and special effects. He asked how
his site could be so successful even though it lacked anything to add
razzmatazz and dipsydazzle.

Now, you know the answer.

About the Author:

Jay Conrad Levinson is probably the most respected marketer in the
world. He is the inventor of "Guerrilla Marketing" and is responsible
for some of the most outrageous marketing campaigns in history --
including the "Marlboro Man" -- the most successful ad campaign in
history. In his latest book, "Put Your Internet Marketing on Steroids"
Jay reveals how you can use marketing steroids legally to make your
business insanely profitable.
Personal Welcome To Guerrilla Marketing Bombshells

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