As the Internet continues to populate with websites trying to
turn a buck, two drastically different schools of thought have
developed on how to advertise online - "Push" and "Pull."
"Push" advertising involves the use of "in-your-face" advertising
tactics such as pop-up windows and direct email.
"Pull" advertising entails using search engines and posting
articles that literally "pull" interested consumers to a website on
their own terms.
As web surfers revolt against pushy advertising, site owners who
understand how to pull consumers to their sites will come out the
"Push" advertising tactics worked in the past because they had
not reached a saturation point. Since not everyone used pop-up
windows, a site owner could use them without fear of backlash.
Now it seems pop-up windows hit consumers from every angle and
even multiple times from the same sites.
The cycle of events with online advertising always unfolds the
same way. Someone finds something new that works and people
immediately jump on the bandwagon. As a technique saturates the 'Net
and loses effectiveness, instead of finding an alternative, site
owners just do it more!
Result: instead of pop-up windows going away, many site owners
just run more pop-up's - more often!
Well, if recent developments indicate anything, they show that
consumers have said "enough" to pushy advertising.
AOL, infamous for
their pop-up ads, has agreed to cut down on the intrusions even
though their earnings could use a boost right now.
Major ISP (Internet Service Provider) Earthlink even offers a
"pop-up killer" feature on their new service. Almost all email
programs come with filters to fight unsolicited email and many email
add-on services have sprung up to help consumers eliminate the
unsolicited offers for pornography, business opportunities, and
promises of instant riches.
This "anti-spam" sentiment has also caused an unintended
consequence for legitimate marketers. Many major newsletters have
found their emails blocked by spam filters intended to stop
unsolicited email. Through no fault of their own, legitimate email
marketers have found themselves casualties of the war on spam.
The future of the Internet lies in "Pull" advertising driven by
consumer wants and needs. The successful Internet companies of the
future will invest in search engine promotion and in providing
valuable, on-demand information consumers receive only when they ask
for it and want it. When a web surfer goes to their favorite search
engine and enters the keyword phrase "MP3 Player" or "tax advice"
that means they are receptive to information on those subjects.
If they read an article about using vitamins to improve health
and click a link for more information, only then they will they be
truly receptive to a marketing message about vitamins.
Consumers have taken back control of Internet!
Not with laws or more regulations, but simply by flexing the
muscles of their wallets. By pulling money away from advertisers who
annoy them and putting it with those who meet their needs, the
average web surfer has brought the Internet powers to their knees
and will continue to reshape the Internet into an effective,
consumer-driven communications vehicle.
Any site owner who wants to have a thriving online business and
survive the next year had better take this fact to heart!
--- Jim Edwards is the co-author of a step-by-step, "paint by
numbers" guide that guarantees to teach you how to go from zero to
making real money online in about a month!
CLICK HERE for a direct link to the detailed information page
"33 Days to Online Profits". See how this can help you, as it
has for many other successful online businesses. (c) Jim Edwards - All Rights reserved