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(c) Jim Edwards - All Rights reserved
http://www.thenetreporter.com =====================================
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!
About the Author
Jim Edwards is a syndicated newspaper columnist and the co-author of an amazing
new ebook that will teach you how to use fr^e articles to quickly drive
thousands of targeted visitors to your website or affiliate links...
Simple "Traffic Machine" brings Thousands of NEW visitors to your website for
weeks, even months... without spending a dime on advertising! ==>
http://www.turnwordsintotraffic.com
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