Pushing people

6

Hmmm, I just finished reading an article distributed by the AP regarding Google’s ad revenue this last January.

Yes, they still had 532 million paid clicks in their system in January but that was a full million lower than the same period last year.

Why did this happen?

The immediate conclusion is that a slump in the economy has caused everyone across the country to do a little less clicking. 

Now wait a second though…if I recall correctly it doesn’t cost any of us a penny to click a link does it? 

Yes, it costs the advertiser (the clickee) whatever they bid but it doesn’t cost the clicker anything.  Yes, if people are tightening their belts some then maybe they aren’t shopping as actively, hence fewer clicks. 

But then there are still more people on the Internet now than ever before and a greater percentage of them have highspeed connections which translates into ease of surfing.  Seems to me there should then be MORE clicks not less.

So why then would a shift in the economy bring about fewer clicks?

A change in Internet users interaction
with the right hand side of the search page.

Maybe it has nothing at all to do with the economy and everything to do with a change in Internet users interaction with the right hand side of the search page (as well as those Google ads all over Adsense sites).  Maybe people are becoming a little more jaded when it comes to ads on the Internet and are glazing right over them in greater numbers than they have previously.  Maybe what we are seeing is the beginning of the end, as Google’s ads start to go the way of the banner!

I have been in this game long enough that I am aware banners can still be effective when used properly.  The bottom line though is that banners are nowhere even close to being as effective now as they were 5-10 years ago.

Let’s stop for a moment and look at this from 3,000 feet.  In the big picture of things Google’s ads are effective because of the sheer numbers to whom they are served plus the fact that they are in context with the topics for which people are searching.  It is pretty smart in the way it works and I for one can attest that it can be extremely effective, efficient and profitable when used correctly.

That being so, lets go up a bit higher, say 5,000 feet, and look at what Google is doing in terms of basic advertising principles.

Basically, Google is facillitating all of their users being able to stick their ads out there in front of any and everyone visiting google’s search results.

In short, Google is PUSHing their users marketing message in front of people.

This is one example of a classic concept called "Push Marketing."

push.jpg

The bottom line is you are pushing your ad in front of people.

Now, what is your reaction to the prospect of having a marketing message pushed at you?

Do you think that maybe, just maybe, over time you might start having an averse reaction to being PUSHed around?

Here’s my take on this whole thing from 10,000 feet…

Consumers, heck just plain web surfers who aren’t even in shopping let alone buying mode, are getting tired of having marketing messages pushed to them and have, and will continue to change their reactions to such advertising.

Push advertising is not going to go away but the folks who start to diverge from it are the ones who will start enjoying the real success.

What is the alternative besides push marketing?

The answer is:

PULL.gif

Yes, instead of pushing our message under prospects noses… what if we generate content, products, services, etc. that will PULL them in.

Why not serve up exactly what they want to the point where they all but can’t help look for what it is that they can buy from you?

PULL marketing is powerful now and my
prediction is that it will rapidly become
the way of the successful marketer.

That’s all for now though.  

We’ll talk about PULL marketing next, what it really is, and get into some great applications and examples of it.

Until then…

Onward & Upward!

Sam Knoll

 

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