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Advertisers have tried many approaches on the Web. Because none of these fanciful techniques take into account the new online reality: The visitor is boss. A new approach, Informative Advertising, does. The Advertising Cemetery Since inception of the commercial Web, advertisers have been busy trying innumerable techniques. I look briefly at the major ones: 1 - PUSH - Early in the game they decided to send news together with advertising directly to the Net user. This is the most outrageous form of advertising invented so far. Wells Fargo Bank, I hear, is one such 'contextual advertiser.' Does this increase your trust in Wells Fargo? The Big Blunder Why do advertisers, who were so effective offline, not know what to do online? The best type of advertising - today on the Net, but tomorrow off the Net, as well - is informative Advertising. Article: Advertisers have tried many waterway on the Web. When one likening bombed, advertisers tried a new one. The latest is 'contextual advertising.' Sounds sophisticated. But it will die like all the others. Why? for none of these fanciful techniques take into provision account the new online reality: The visitor is boss. A new approach, Informative Advertising, does. The publicity Cemetery Since inception of the serial Web, advertisers have been busy trying innumerable techniques. I look sparely at the major ones: 1 - PUSH - Early in the game they decided to send news together with promotion directly to the Net user. Did not get off the ground 2 - BANNERS - At first banners seemed to work. But proper to awhile they faded away. The cemetery is full of them. 3 - inflammation - You still see animation, though not as much as was prevalent at first. It will die soon 4 - FLASH - This seems to be the time for Flash. But it is so irritating it will die soon too 5 - POP-UPS - You try to visit a site and up pops a window with an ad. Annoying. I don't give it much time to live 6 - POP-UNDERS - Instead of the window popping up in front of the window you want you see the popped window afterwards. This too will die The Latest Approach: Contextual Advertising Now advertisers have gotten the jesting idea of grabbing the visitor's graceful gesture while he or she is in a related situation. They say that if a person is at a search engine entering a keyword, this is a good place to puff a product or service that fits under this keyword. This particular approach, it seems to me, is an excellent form of advertising. It has been done successfully by Google and other search engines. Some call this 'contextual advertising.' But I have a cardsharp name for it, as I will show below. Here is an example of 'contextual advertising.' An outfit titled EZula sells keywords. But instead of supplying a search engine EZula distributes a program TOPtext. When a user of TOPtext visits a site, he sees highlighted words, which enable him to jump to sites that have purchased ads for these keywords. These words are not highlighted by the website owner. They are highlighted by TOPtext. The jumps take the visitor, not to a site in the ascendant by the website owner, but to a competitor site. Do you think competitors will put up with this? More important, do you think the visitor, when he finds out much this 'contextual stealing,' will trust the advertiser for anything? This is the most outrageous form of invented so far. Wells Fargo Bank, I hear, is one such 'contextual advertiser.' Does this increase your trust in Wells Fargo? The Big Blunder Why do advertisers, who were so effective offline, not know what to do online? seeing that the tricks they developed over the years to ensnare the consumer do not work online. They do not work because the environment has worse drastically. foremost the vendor was in control; today, online, the consumer is in control. ere the vendor could play on the emotions of the more or less 'captive' consumer; todcay the consumer has an infinite number of choices. Before ads were effective by themselves; today you must get the consumer to do something - click. In other words, the consumer is boss. Advertising, like everything else on the Net must be helpful to the consumer. Using wile to catch the consumer will not work. bothersome the consumer with spam messages, or even with opt-out messages, will not work. Stealing 'context' from competitor sites decreases consumer trust, and will not work. Informative Advertising Let us get back to proclamation that works. What Google and other search engines do is sell ads related to keywords. When your chosen keyword is picked by a user, your website message appears on the right side of the results page under Sponsored Links. Other search engines list them under Preferred Sites or similar headings. These successful ads are characterized as follows: > They do not try to ensnare you > They do not try to interrupt you > They do not try to hurt others > They are obviously ads > They are related to your current interest > They are INFORMATIVE The last item is key: > THEY ARE INFORMATIVE! Good online publication is INFORMATIVE ADVERTISING. It does not try to manipulate the visitor in any way. It earnestly tries to be helpful. It earnestly tries to bloat trust. It earnestly tries to steer the consumer to a site, but only if the advertiser feels the site may be helpful to the consumer. Of course context is important. Context is one way the advertiser knows he may be helpful to the visitor. But context is not enough. The important consideration is how you use context: to exploit or to help. Everyone agrees that newsletter advertisement works. Why? Not merely because the context is right, howbeit this is important. Newsletter advertising works because, for the most part, it is Informative Advertising. Summary The old-fashioned advertising, which culminates today with 'contextual advertising,' or as I call it 'contextual stealing,' is dying. The best type of publication - today on the Net, but tomorrow off the Net, as well - is informative Advertising. Informative Advertising is part of an integrated marketing strategy styled Helpfulness Marketing.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. "Marketing Strategies from the Most Successful Small Businesses in America" Summary: The most important objective of conducting market research is to find out what markets your competitors are currently serving, where market opportunities exist, and which markets will be most profitable for your business. For example, if you find that none or only a few of your competitors currently offer same-day delivery of products, this may mean that there is a market opportunity to serve a group of customers who must have your products the same day they order them. This can be as b… 2. Killer Content! Summary: They can design copy that will be read so they only need worry about how the user will view it. We the masses need to combine a balance of exposure to our copy, but more importantly user attention and appreciation. When designing your copy: make sure you view it from the user's perspective, not yours. You want to view and edit your copy as if you are the one being pitched. If this means: adding media, flashy headings or any wording in your pitch that's great, as long as the user or buye… 3. Create Your Own Business Cards, Part 2 By Jane Fulton Summary: You can also highlight the area you want to do over and undo it the same way.If you create your Business Card with a URL or Email, be sure to turn off the hyperlink like we did for our Letterhead.You can print the Business Cards your self or have them printed professionally. Take this disk to the professional printing place and they will do the rest.If you choose to print them yourself, you will need to create more than one card and buy the paper to print them on [at least 160 gsm].To… 4. "The Perfect Online Ad" Summary: a future email contact address.And, what is the 'Perfect Follow-up' to the 'PerfectOnline Ad'?Respond with a short email message that is no morethan 5 lines of text long and do include your web site URL in this email message for people to pay you a visit.If they just had your web site URL, they could easily visitand you might very well never hear from them again.But since you now have their email address, you can doa follow-up email message to them in about 4 or 5 daysand keep yourself … |
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