Radio and TV, no doubt, revolutionized marketing. Entirely new avenues of reaching potential customers opened up…and with the potential for multimedia, too!
But radio and TV are firmly planted in the “push” marketing paradigm. They trumpet your claims and shout your company name to push an awareness of your company, your products and services into your potential customers’ awareness.
It’s one-way communication.
In the early days of the internet, new marketing opportunities opened up once more, again largely being used for push marketing—flashing banners, scrolling ticker text, pop ups.
While these marketing strategies are technically interactive, requiring viewers to click something, they’re really still one-way communication. And employing these strategies may come at your company’s own peril.
You might think that making your website flashy like a billboard and incorporating multimedia like TV commercials (that automatically play when someone visits your site) is catchy and exciting. But, really, the more things that move, the more tired you make your viewers’ eyes…and the more likely you make them navigate away from your message.
It seems that after decades of being yelled at by used car salesmen and getting jingles stuck inside their heads, customers are getting tired of being pushed around.
When they go to the internet for information, that’s what they’re looking for—information.
They want the facts.
They want honesty and authenticity.
And when they want to know what to think about the information, they’ll check Yelp! or Google Reviews or ask the Twitterverse.
Not only are web-savvy customers starting to tune out push marketing…they’re pushing back.
If your website is less than helpful, consumers may let you know about it in your built-in “Contact Us” box. But they’re not optimistic about getting a genuine reply. What push marketer has taken their concerns seriously so far? They’re more likely to vent their agitation on Facebook and Twitter…and find another company to meet their needs.
So if you want consumers to visit your site, stay on your site and invite their friends to check you out, too, give them what they want—real information presented in a genuine voice. It’s time to stop pushing your way into people’s awareness. Be compelling, but don’t insult their intelligence with “clever” ploys to get them to do or buy something.