(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!
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 | 
