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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 "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 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!

"33 Days to Online Profits"

=============================================

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