Saturday, February 10, 2007

Web Surfers revolt against "Pushy advertising"

word count: 533
character width: 60
resource box: I scoured my mail database for hours
to find this gem. I’ve known him for years and helped 
feed his family. Gets my 5 star rating 
for not being a money sucking ‘guru’
Web Surfers Revolt Against "Pushy" Advertising
      - by Jim Edwards
(c) Jim Edwards - All Rights reserved
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
"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
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
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
--- Jim Edwards is the co-author of a step-by-step, "paint
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