Charles R. Taylor's Six Principles of Digital Advertising

   As you may or may not know, Internet advertising was created in 1994 making it a still relatively young approach to target consumers. In the beginning of this new advertising trend failure was more common than success, some even believed that the Internet would never create the same amount of steam major advertising mediums did. However as the rates of positive influence has seen a influx of buyers, research has taken place.
   Over the past five years, multiple factors including: the Internets availability, broadband upgrades, and behavior targeting, have contributed to the Internet achieving the status of a major advertising medium. Charles R. Taylor of Villanova University set forward six principles of new media advertising that can be applied to other new media. Of these six principles identified: Three relate specifically to consumer considerations, two to execution factors of the design of the ad, and one to the general philosophy behind the advertising.

   Principle one states, "the marketers must be sensitive to consumer concerns about privacy and spam". Basically Taylor explains here that in our everyday lives we are set in an "always on" mode, meaning we are always connected to media in some way; through or phones and devices alike which become target to marketers. However these marketers must limit their approach to the way they connect with the projected target's.
   Principle two states, "consumers are more likely to be receptive to digital ads from marketers they trust". This principle is pretty self explanatory and goes hand in hand with principle three that states, "consumers are more likely to be receptive to respond to digital ads for products that are relevant to them".
   Digital Advertising principle four states, "digital approaches that incorporate interactivity are more likely to be effective". Because the Internet has the ability to reach greater depths than traditional mediums a wide variety of ways that marketers can draw in new consumers. Principle Five is self explanatory: "advertising messages that are entertaining have a higher chance of success in the digital context".
   And finally principle six states, "in the long run, new media messages need to build the brand to be effective", which can be accomplished by using new media's unique brand-building capacity. as consumers we base brands off of criticism of what we see and know. Build your brands reputation.
   In all the Internet provides a wide open space for marketers to build brands and market trends set forth towards future and reoccurring consumers.
To read more about Charles R. Taylor and his works visit: Charles R. Taylor Homepage


Reference:
Taylor, C. R. (2009). Editorial: the six principles of digital advertising. International Journal of Advertising, 28(3). doi: 10.2501/S0265048709200679