|
New Online Advertising Tactics Are Likely To Backfire On Advertisers.
Number Times Read :
1805
|
|
Today internet technology has improved to such a point that webmasters can easily implement interactive content. While this is a good thing, a disturbing new trend is developing. Some advertisers are beginning to use this technology in a way that alienates visitors. They are beginning to take liberties that they didn't take before without considering the impact it might have on their business.
Here's What's Happening.
A visitor clicks on a web page and instantly a sales presentation begins without the visitor's consent. Good advertising conveys information in such a way that it makes prospects feel good about you and your website. That's not likely to happen when advertisers push information on people who didn't ask for it.
While it's perfectly acceptable and considerate to place informational videos on websites, it's another thing for them to start automatically as soon as a web page is opened. There is a difference. One approach is respectful. It says, here's a video. Would you like to listen to it? It politely asks for permission first. The other approach says, if you're going to visit this page we're going to force you to listen to our information. Not only that but we're going to run unwanted pop up boxes across the screen that will automatically interrupt you while you're reading! We're going to make you play with us whether you like it or not!
Profit From Understanding How People Use The Internet.
While the technology we have today might be wonderful, it needs to be used in a respectful way that honors our guests. Why? Because if we don't, we'll see traffic decline dramatically and it will be difficult to convince people to come back. Most internet users are looking for information only. They're not looking for advertising. In fact 90% of them are not interested in buying anything at all. Does that mean they won't make a purchase? Of course they will. You can convert window shoppers into customers all day long if you go about it in the right way.
Perhaps your audio/video sales presentation does answer a lot of questions. If so it's an excellent tool. Some visitors would prefer to watch a video than read. But it should always be an option that guests can choose. Interactive presentations or should I say one sided presentations and pop ups that automatically cover up information on web pages should never be forced upon people who don't what to play. This new marketing technique is like throwing basketballs at people with no limbs or people who aren't interested in playing.
Here's what I would ask advertisers who are forcing themselves upon visitors to their website. If a guest visits your personal residence or office, would you treat them the same way as you treat guests to your website?
Some very popular websites are beginning to do whatever they want without asking for permission first. I see pop up ads, flash presentations, unsolicited videos, voice messages that were not requested by the user, unwanted music, and enough blinking advertisements on each web page to light up the city of New York, ... everything but the information that 90% of the people are looking for!
Another complaint users have is advertisers who resort to taking over your computer. For example have you ever tried to leave a web site, only to get a pop up ad that says, Wait! Don't go. Click Ok if you don't want to Cancel, ... are you sure??? ... Or have gone to a website where they disabled the back button on your browser? That reminds of the days when door to door encyclopedia sales were common. Some salespeople would stick their foot in the doorway so the homeowner couldn't close the door.
High pressure selling might work for some individuals especially if it's done face to face. Chances are your customers won't like it, you won't get any referrals, and they probably won't use you again but you might make a sale. You'll see high pressure sales at some car dealerships, flea markets, and door to door vacuum cleaner sales, but the internet is a totally different animal. To be effective, you can't use the same sales strategies. Why not? Because the internet is not face to face advertising. All it takes is a click to turn you off. If their first impression of your site is that you're all about advertising and not information, they're gone in a heart beat. Flash a pop up in front of them and they'll make a mental note to blacklist your site!
What is the best way to market your product or service online? Give people what they want first. Don't use pop ups and don't start audio video presentations automatically. If 90% of the people are looking for information, give them information! What is the alternative? If you give them anything else, they're going to leave your site in two seconds or less.
After you've satisfied their desire for information and they've been on your site for several minutes it's much easier to present visitors with related products and services. Why? Because the high quality information you gave them created a sense of trust and confidence in what you have to offer.
|
Author Resource:-
Bill Borden specializes in helping businesses increase their profits by creating
high impact advertising and marketing materials. Please email
Bill at BestNewArticles.Com.
|
|
|
|
![[Valid RSS feed]](http://bestnewarticles.com/images/icon_Rss.png "XML Feed For RSS"){kind=icon}
Category Rss Feed