Online Publishers Association has been following web usage trends closely during the last four years, and they've discovered a significant shift in what people are doing when they're online. Just four years ago, users spent 46% of their time online with communications (email, instant messaging, etc.) and 34% with content. Today, users spend 47% of their time with content and 33% with communications.
What does this tell us as marketers? It's time to re-evaluate your online marketing plan. Following are a few high-level suggestions:
First, analyze your current online marketing budget as it relates to email campaigns and other communications to determine if they're cohesive with consumers' online usage patterns. Second, take a look at your online content and make sure it's timely and compelling for users. If you don't already have a company blog, adding one to your online presence would tie-in perfectly with the shift in online usage patterns the Online Publishers Association has discovered.
What other suggestions do you have to modify online marketing plans to best leverage these findings?
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