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Online Communities Handbook: Building Your Business and Brand on the Web by Nancy Strauss, Anna Buss

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Why Market on Social Networks?

Get past banner blindness

When’s the last time you clicked on an advertising banner? Very likely you can’t remember because you always ignore ads online. If that’s the case, then your behavior is typical of the vast majority of website users. Most people don’t pay attention to anything that looks like an ad. This phenomenon is known as banner blindness. Web users are often looking for specific information, which they want to find quickly. Advertising banners are distracting to someone who is trying to complete a task online. For this reason, users have learned to ignore advertisements. A study by Nielsen Norman Group revealed that users not only ignore ads, but they also ignore all website elements that look like ...

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