So I was browsing around the internet the other day, like any other internet junkie, and noticed an ad for a CBC TV show called The Honourable Woman. I'm a fan of Maggie Gyllenhaal, and since I was purposelessly browsing and curious, I clicked on the ad to see what she was up to. The image above is the page I landed on.
I couldn't find any indication of when the show was on.
I couldn't find any link to more information about the show (other than the image caption).
So, like most (if not all) internet junkies would do, I abandoned the site (after taking the screen shot so I could blog about it, of course) and went on with my browsing. I now have no interest in that show.
THE LESSON FOR MARKETERS
You need to think like the internet junkie! What would they want to do now that they're on your site or page? That applies to any business with a web site, not just the CBC. In this case, however, isn't it reasonable to expect someone would want to know when the show will air? Or where they can at least get more information about it?
Now, before CBC responds and claims there are several ways to access that information, such as navigating through the menu at the top, I need to make my main point: you have to make it EASY for people! The harder you make it to access content, the less likely people are to try. This is, after all, the instant-gratification generation.
In this case, all they needed was the air time, and a link to read more, and they'd have themselves an engaged site visitor.
My guess is that this detail was overlooked, because the folks at CBC know exactly when it's on, and exactly what it's about. But I don't. And I'm the browser.
Think like the browser, marketers.
What do you think? Am I being too hard on them? Should I quit being so lazy and take a few moments to navigate through the menu? Or should CBC have made it easier for me?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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