Web Surfers Revolt Against "Pushy" Advertising

      - by Jim Edwards

(c) Jim Edwards - All Rights reserved
    http://www.thenetreporter.com
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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 long-term winners.

"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 a syndicated newspaper columnist and the
creator of an amazing course that will teach you step-by-
step and click-by-click how to finally create your own
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