Internet user classification for advertiser

Internet is the most dynamically developing communication environment, which habrayuzers know better than others. Internet advertising is trying to keep up with services and technologies. Youtube, Odnoklassniki.ru, Twitter, ... tomorrow there will be another site that will change the approach to online communications. Everything is constantly changing, and if you do not closely monitor online advertising, now I will quickly tell you about the current realities.

Today, there are six types of the most common Internet users. The advertiser must know each of them in person, in order to understand exactly how to sell his product to him.

1. The user is random. It goes online once a month to check mail, because they called him with the words "sent you a document." In addition to mail, he uses almost nothing. Fortunately, such already on the Internet - the vast majority (less than 10% of users access the Internet less than once a week).

This fellow advertiser is not interested. But if you suddenly needed it - catch it in the mail.

2. The user is a beginner. He began to use the Internet regularly not so long ago, although his neighbor registered a mailbox 4 years ago. Runs through all the sites in a row in search of the interesting. In the "favorite" less than two dozen links. All the while trying to remember on which site yesterday I saw “such a cool thing” (I don’t know about the browser history). He sees all the jokes and funny pictures for the first time. I have not been to the bash yet.

We catch on coverage and navigation resources: search, portals, news. The patient is still eager for banners; use this.

3. The user is experienced, office. He knows what lies on the Internet. Leads a cover. Has a couple of profiles in social. networks. Visits three professional resources. Checks four mailboxes. The exchange rate, weather forecast, traffic jams and city news will be found out from the Internet. Repeatedly made small purchases online (books, CDs, movie tickets, pizza) and at least once bought something from electronics or household appliances in the online store (cell phone / laptop / fotik / fridge / TV / washer). The main motive for buying is cheaper on the Internet. There are already so many sites in the “favorites” that finding something there is not realistic. But at least 50 addresses he has already dialed from memory. Spends online more than 3 hours a day.

The advertiser's dream. But he will have to be courted from all sides. Show ads on search. Tell us about the product using the banner on the service sites (you won’t be interested in a regular banner anymore, offer a special discount). Let him read the news about your brand. Slip a product review into his friend’s blog.

The advertiser needs to work hard, the budget for advertising should be large, but efforts and investments will pay off. After all, you are working with that category of people for whom the Internet has become more important than newspapers and television.

4. The user is an experienced, busy. Reads only business or professional news. Grazing only on a couple of narrow-profile sites: it can be anything - from stock quotes to the forum of his auto club or recipes. But if necessary, can quickly find information on any topic. Spends 20 minutes on the Internet, but goes online daily. Occasionally goes into the Internet binge - for 5-7 hours it is safe. Makes a variety of online purchases, the motive is to save time.

The most difficult type of user for an advertiser. In general, it is recommended to catch in the mail and search. In private - rely on batch placements that span niche sites. Write short texts for them, make concise, really advantageous offers.

5. User Odnoklassniki.ru. Age on average slightly over thirty. With a probability of slightly less than half, it can be argued that the address odnoklassniki.ru is one of the top ten of those that he himself typed in the address bar of the browser, and not through a search engine. First I went to make sure that Kolya was bald, and Natasha was getting fat. Then he added his photos. And then he got used to it and stayed. It comes on average a couple of times a week. Odnoklassniki and their favorite search engine share first place among the most visited sites. Moreover, by a wide margin from the rest.

The patient lives in Odnoklassniki. You’ll have to get him out of trance to attract to your site. The easiest way is with a banner. But the banner should catch. Do not regret it, pay for a good creative. And one more thing : take the top banner (728x90) or InterTelek . I do not recommend 240x400 - this is a difficult case. Do not forget to put a small frequency of contact. Of course, use all the necessary targeting. Hope for the best.

No money for a banner? I tell you: at the bottom of each page of Odnoklassniki, a block of advertising context is spinning, there are different operators in the render. You can climb through Yandex.Direct and through Google adWords . The number of transitions is unlikely to be large, but pay for it dubiously.

Working with groups / communities in Odnoklassniki makes sense only in rare cases. Most of them are stupidly organized, so the exhaust will be small.

Yes, I almost forgot. Classmates have retargeting. This is such a thing that shows people a banner based on their previous queries to search engines and visits to thematic sites. Looking for a refrigerator yesterday in Yandex? You will now look at the banner with refrigerators in Odnoklassniki for another week. Retargeting is more expensive than a regular banner, but it works many times better.

6. User "In Contact". He is twenty years old. Or twenty one. He is a student. Or works as a waiter in a bar where there is Wi-Fi. I added all my classmates to my friends and removed the boyfriend / girlfriend from whom I had an argument the day before. He does not use mail, writes in a personal VKontakte. There he communicates in groups and plays the "farmer". On external Internet it is difficult to navigate.

Companies selling chocolates-beer-snacks, cosmetics-perfumes and clothes know better than anyone how hard it is to fight for this tasty audience. Banner "VKontakte" are not very well located , and the size is not the most delicious. But if you need to quickly get coverage, then it will do. Here, do not forget about the frequency of contact.

Interested in advanced and effective communication? Then go to the applications. More than a dozen of them have more than 1 million registered users, leaders under 8 million people. How it works: advertising is embedded in the application and users actively communicate with it in a playful way: for example, they send branded cocktails to each othernamed after your product. The effectiveness of such communication is an order of magnitude higher than that of conventional advertising. Coverage - 2 million people. per day. Recommend.

Also “VKontakte” intelligently arranged groups. You can create + pump your own group and / or write messages to strangers. The main thing is that your content is interesting, not advertising. If you do it competently, you can get a loyal audience and conversions to your site.

Contextual advertising "VKontakte" is specific - you must leave the user inside this site. Therefore, you will have to advertise your group, application or ad. It is recommended to be used only in conjunction with other activities inside Vkontakte.

Depending on what kind of fish you are going to catch, take different tackle and bait. So it is with advertising. Different target groups go todifferent depths of different sites, individually respond to texts of advertising messages, etc. For the fishing advertising campaign to be successful, you need to be well prepared for it, and not just hang a banner on your CEO’s favorite site.


Good coverage and many clicks :)

PS Any additions and comments to the classification and the entire text are welcome.