It’s very easy when planning a marketing campaign with an online element (whether that be e-PR, SEO, PPC, banner ads or whatever) to utilise the hippest, hottest new sites and software.

But unless you are setting out to specifically target in-the-know innovators, straying too far from where more recent, less confident recruits to the online community feel comfortable and safe can sometimes be a mistake.

What constitutes a ‘safe’ or ‘scary’ site can change very quickly (Twitter being a great example), but for brands seeking to engage with web users who are still dipping their toe in the digital water, sometimes familiarity can be a real plus.  Which is why there will always be a role for brands with an offline heritage in the online world.

I saw some research recently which suggested that the first online purchase made by new web users was frequently from an offline brand they were already familiar with.  It would seem logical to suggest that communications targeted at new converts to the joys of online (according to TGI, 24% of UK adults still don’t use the internet) should be found in an environment that feels safe and familiar.

posted by gemmaT