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Web Surfers Revolt Against "Pushy" Advertising

by Jim Edwards

(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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Yahoo to direct more advertising to mobile phones outside U.S. (Detroit News)
12 Feb 2007 at 2:34am
SUNNYVALE, Calif. -- Yahoo Inc. will sell branded advertising aimed at mobile phone customers outside the United States as part of the Internet powerhouse's efforts to build other revenue sources beyo...
 
Yahoo! Extends Mobile Advertising Leadership With Launch of Display Advertise...
12 Feb 2007 at 5:40am
Yahoo! Inc. (NASDAQ: YHOO) today launched its mobile display advertising platform on the company's Yahoo! Mobile Web service (m.yahoo.com) in 19 countries across Europe, Asia and the Americas instantl...
 
Yahoo Bringing Advertising To Mobile Phones (PC Magazine via Yahoo! News)
12 Feb 2007 at 5:47am
Yahoo Inc. said on Sunday it has signed up top corporate advertisers to use its advertising system to run brand ads on mobile phones in 18 countries, marking a major diversification beyond computers.
 
EBay Pleased With Yahoo Ads, As Google Tests Start (TechWeb via Yahoo! News)
14 Feb 2007 at 8:52am
The online auction site is ratcheting up its use of Yahoo search advertising to help boost buyer activity, after initial U.S. testing produced positive results.
 
Mobile ads are the difference, says Yahoo (America's Network)
15 Feb 2007 at 2:50am
Advertising was the key to building the mobile Internet, a top Yahoo executive told the 3GSM conference Tuesday.
 
Advertising is creeping onto cellphones around the globe (International Heral...
14 Feb 2007 at 8:47am
Industry meeting at 3GSM in Barcelona believes that this is the break-out year for cellphone advertising, with Yahoo banner ads on mobile handsets leading the way.
 
Yahoo, Monster lead Net stocks higher (Market Watch)
14 Feb 2007 at 10:26am
SAN FRANCISCO (MarketWatch) -- Internet stocks ended Wednesday's trading broadly higher, with Yahoo Inc. rising on news of more executive departures from its troubled media group, and Google Inc. adva...
 
Yahoo Runs Mobile Phone Advertising in 18 Nations (eWeek)
12 Feb 2007 at 10:41am
Yahoo signs up top corporate advertisers to use its advertising system to run brand ads on mobile phones in 18 countries.
 


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