Internet users' rebel against "aggressive" advertising
As the internet continues to fill up with websites trying to make money, two drastically different schools of thought have developed on how to advertise online: “Push” and “Pull”.
"Push" advertising involves the use of "direct" advertising tactics, such as pop-ups and direct email. "Pull" advertising involves the use of search engines and the posting of articles that literally "pull" interested consumers to a website on their own terms.
As Internet users revolt against aggressive advertising, site owners who understand how to attract consumers to their sites will be the winners in the long run.
"Push" advertising tactics worked in the past because they had not reached a saturation point. Since not everyone used popups, a site owner could use them without fear of backlash. Now it seems that pop-ups are reaching consumers from all angles and even multiple times from the same sites.
The event cycle with online advertising always plays out in the same way. Someone finds something new that works and people immediately jump on the bandwagon. As one technique clutters the web and loses effectiveness, instead of finding an alternative, site owners just do it more!
Result: Instead of popups going away, many site owners just run more popups, more often!
Well, if recent developments are any indication, they show that consumers have said "enough" to aggressive advertising.
AOL, famous for its pop-up ads, has agreed to reduce the intrusions even though its profits could improve at the moment.
Major ISP (Internet Service Provider) Earthlink even offers a "pop-up killer" feature in its new service.
Almost all email programs come with filters to combat spam, and many email add-on services have sprung up to help consumers weed out unsolicited offers of pornography, business opportunities, and promises of instant wealth.
This "anti-spam" sentiment has also caused an unintended consequence for legitimate merchants. Many major newsletters have found their emails blocked by spam filters meant to stop unsolicited email. Through no fault of their own, legitimate email marketers have become victims in the war on spam.
The future of the Internet lies in "Pull" advertising driven by the wants and needs of consumers.
The successful Internet companies of the future will invest in search engine promotion and providing valuable information on demand that consumers receive only when they ask and want it. When a web surfer goes to her favorite search engine and enters the keyword phrase "MP3 player" or "tax advice," it means he's receptive to information on those topics.
If they read an article about using vitamins to improve health and click on a link for more information, only then will they be truly receptive to a marketing message about vitamins.
Consumers have regained control of the Internet!
Not with laws or more regulations, but simply by exercising the muscles of their wallets. By taking money from advertisers who annoy them and putting it with those who meet their needs, the average Internet user has brought the Internet powers to their knees and will continue to transform 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 better take this fact to heart!