Web Marketing is no great mystery, good marketers know that the best way to sell something is to sell to the person who needs it.
Essentially targeted advertising. Targeted Advertising is a part of the online experience, people often encounter ads as they browse the internet, whether they’re visiting the biggest search engines, established new sites, or personal social media sites. Many online advertising studies have focused on how successful ads are at pushing traffic to the advertiser, using simple metrics such as click through rates. Unfortunately, most studies greatly neglect the client/user experience of online ads. As a result, web pages that accept ads know little about how the ads affect their clients and the degree to which problematic advertising tricks can undermine a site’s credibility.
Advertisers don’t know if their reputations are included among the mass majority of users who don’t click their ads, but might well be annoyed by them. What part of Web Marketing is right and wrong, specifically? When users were asked how various aspects of online ads affected their Web experience, they rated the following actual comments most true: When ads pops-up in front of your window, when ads cause other applications to load or function slower, when ads tries to trick you into clicking on it, when ads don’t have a “close” button on it, When the ad covers what you are trying to see, doesn’t say what it is for, when ads moves content around, when ads occupies most or all of the screen, when ads blinks on and off and automatically plays sound. (These numbers are based on 605 respondents in 2004; similar numbers were found in 2002 and 2003.) People often have strong negative visceral reactions to ads that commit the actions listed in the list.
Web Marketing with bad practices can result in unpleasant results. One user, referring to an ad that automatically started playing audio, wrote: “IF ANYTHING COULD BE WORSE THAN POP-UPS, THIS IS IT. I HATE THIS AD. HATE HATE HATE.” Another user entered the following comment on a major website’s feedback form: “You people should be ashamed of yourself! I did not ask to have 3 pop ups come across my screen when I visit you. I do not visit singles sites, and I don’t want to add 4 inches to my penis. As a matter of fact, I don’t use any of the services that pop up on my screen. I think it is disgusting that you money hungry bastards have infringed on my computer for your own selfish gain. From this moment on, I am boycotting you, and I am advising EVERYONE I know to do the same thing. Down with you and your pop up ads.
“Although it vividly illustrates user frustration with pop-ups, this second comment is unfair because the site didn’t host or advocate the offending ads. The ads were delivered by “spyware” that the user had unknowingly installed. In more to showing the strong feelings engendered by intrusive or annoying ads, the comment also illustrates the extent to which pop-ups have become associated with unsavory content. “Users have started to defend themselves against pop-ups. The percentage of users who report using pop-up or ad-blocking software increased from 26% in April 2003 to 69% in September 2004, which is an astonishing growth rate.” “Users not only dislike pop-ups, they transfer their dislike to the advertisers behind the ad and to the website that exposed them to it. In a survey of 18,808 users, more than 50% reported that a pop-up ad affected their opinion of the advertiser very negatively and nearly 40% reported that it affected their opinion of the website very negatively.” “People are getting ever-more annoyed by pop-ups: During a fourteen-month period from December 2001 to February 2003, user ratings of pop-up advertisers grew more negative by almost one full rating point on a 1–7 scale.” To conclude this portion, no one likes pop up ads, but as early advertisers have been developing ways to break the cement ceiling that is internet marketing. It’s a “Niche” market with an unlimited supply of advertising opportunity. So what’s good here? Where are we at? Not many ads are actually loved by users, but some advertising techniques do have a minor positive experience. Users were pleased with ads that clearly indicated what will happen if people click on them, Could relate to what people are doing online, identify themselves as advertisements, present information about what they are advertising, and provide additional information without having to leave the page. Lessons for Websites Sites that accept advertising should think twice before accepting ads that 80 to 90% of users strongly dislike. The resulting drop in customer satisfaction will damage your long-term prospects.
Advertisers themselves seem to continue with Web Marketing and in particular with such nasty design techniques as long as they can find sites that will run them. After all bad website marketing can typically yield higher click through rates. But click through should not be the only goal. Users who are deceived into clicking on a misleading ad might drive up your CTR, but they’re unlikely to be paying customers. And as a result your brand suffers PR impact when you antagonized customers associated you with worst scum on the net. Corporate websites even have Many elements that users dislike in ad design are also common in mainstream Web design, with equally bad effects such as: Pop-ups, Slow load times, “Teasing” links, misleading categories, and other elements that trick users into clicking, Content that doesn’t clearly state the site’s purpose or what a particular page covers, Content that moves around the page, Sound that plays automatically. All of these elements caused problems in traditional usability.
Effective and better approaches in Web Marketing is engaging users by allowing them to interact with the brand through servicing and delivery of digital media. Users with access to World Wide Web use many social media and P2P outlets, such as Facebook, YouTube, Forums, and Email etc. Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead of to a selective audience example being websites with live people to talk with or customer support.. This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it.
By using internet businesses, Web Marketing can provide effective results. Advertisers can create competitive advantage through various means. To reach the maximum potential of Web Marketing firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs. This way of advertising will have a larger impact on those who have a long standing relationship with good social standing and with consumers who are active social media users. As Well, creating a social media page will further increase quality between new consumers and existing consumer’s relations as well as consistent positive brand PR, therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.
Maintaining a successful social media is no easy job when it comes to marketing websites. It’s a business to be consistent in interactions through creating a two way of information; firms consider their content based of the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet. Basically there’s a lot of work between everyone including marketing officials as well as web and program developers. Effective use of web marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively their image. Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. “Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized brand.
Latest Developments and Strategies when it comes to website marketing? Segmentation is a method that has more focus placed on segmentation within digital marketing, in order to target specific markets in both business to business and business to consumer sectors. Online Behavioral Advertising refers to the practice of collecting information about a user’s online activity over time, “on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user’s interests and preferences, so basically spying. Establishment of customer exclusivity: A list of customers and customer’s details should be kept on a database for follow up and selected customers can be sent selected offers and promotions or deals related to the customer’s previous buyer behavior. This is effective in digital marketing as it allows organizations to build up loyalty over email. Low Technical Requirements: In order to get the full use out of digital marketing it is useful to make you advertising campaigns have low technical requirements. This prevents some consumers not being able to understand or view the advertising campaign. In conclusion there is no “right” way to market on the internet because there is no “right” way to interrupt someone. It seems that advertisers are just going to have to bite the bullet and do what they need to do.
Work Cited for Web Marketing
Sakas, D. P., Dimitrios, N. K., & Kavoura, A. (2015). The Development of Facebook’s Competitive Advantage for Brand Awareness. Procedia Economics and Finance, 24(International Conference on Applied Economics (ICOAE) 2015, 2–4 July 2015, Kazan, Russia), 589-597. 10.1016/S2212-5671(15)00642-5
Mogoş, R. I. (2015). Digital Marketing for Identifying Customers’ Preferences — A Solution for SMEs in Obtaining Competitive Advantages. International Journal of Economic Practices & Theories, 5(3), 240-247.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1), 7-25. doi:10.1509/jm.14.0249
Van Niekerk, A. (2007). Strategic management of media assets for optimizing market communication strategies, obtaining a sustainable competitive advantage and maximizing return on investment: An empirical study. Journal of Digital Asset Management, 3(2), 89-98. doi:10.1057/palgrave.dam.3650070
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