What people want online is something guerrillas think about a lot. Whether it's for fun or work or something else, understanding consumers' motives once they log on is a necessity. But the experts don't seem to agree on what people want. Some folks see the web as a vast, new field for advertising, assuming they can entice people with flash and trick them into paying attention to their products and services.
Other folks believe that web users are looking for entertainment and construct messages aimed at persuading users while they play. And in other cases, the time-honored direct-response model wins out: Grab people when you can, get them to take action and then market, market, market. The answer may be that consumers have and want a lot more control than we give them credit for.
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