Digital Tip of the Week: Clicks
The "Natural Born Clickers" study found that 90% of people exposed to a site do not click anywhere on it. Only 16% of people were responsible for 80% of all display advertising clicks. It also suggested that this audience was demographically weak, for marketers to base their response rate on.
Apparently 86% of sales generated online are from visitors who simply view a site but do not click on anything. It is obviously important to influence all online visitors and to measure this in the impact of a marketing campaign.
Suggestions for online adverts include making them appear as similar to editorial as possible and that online adverts should contain snippets of a brand shown continuously. Being seen is hugely important.