The introduction and growth of Web 2.0 is having an impact on the effectiveness of traditional "push" marketing methods. More and more, the merits of “pull” or “attraction” marketing strategies seem to be leading the way to higher profits on the web. Both techniques have been used successfully, but the tide is shifting direction in terms of which is the strongest option.
Push marketing is a term used for techniques and strategies used by marketers to send an advertising message directly to a prospect without them having specifically requested the information. The most common form of online push marketing in the past has been unsolicited email. In an attempt to avoid SPAM complaints, most online marketers have focused on building an opt-in list of subscribers and then use an autoresponder to send them a series of marketing messages over a period of time. This online marketing strategy has been a staple for success on the internet for some time, but the overall effectiveness has been steadily declining over the last few years.
The increasing popularity and use of social networking has completely changed the internet and, in doing so, has transformed people’s expectations for how business is done online. A lot of people are overlooking many of the more traditional push marketing messages while responding to the less direct methods of pull marketing. Both consumers and marketers are moving toward "pull" or "attraction" marketing techniques. Now more than ever, the consumer is in charge of how the internet is being used. The sheer volume of options available has forced internet users to shut out distractions that clamor for their attention and narrow their focus to find what they’re looking for.
Internet marketers who have been paying attention have seen this shift and are changing their methods to appeal to specific niches in the market. Many are turning their focus to providing quality content to attract visitors and very subtlety inserting marketing messages in the form of recommendations or reviews. This indirect approach is extremely effective once visitors have come to trust the site through the expertise and free content provided.
The art of “pull” or “attraction” marketing is definitely a skill worth mastering if you want to succeed as an internet marketer in a Web 2.0 world. While it may not be time to completely abandon push marketing methods, focusing on pull or attraction strategies is definitely a wise investment of your time and energy. This is the face of the future for marketing online.
Working with an online business that understands this shift in marketing methods and offers support and training on how to do it is important. A relative newcomer to the online business arena is MyInternetBusiness. The portfolio of marketing tools and resources they provide to members is impressive.
Regardless of which marketing strategy you use, it’s essential to maintain your focus on your customers by offering them true service and value. While the internet has unfortunately become somewhat infamous for a way to make a “quick buck,” long-term success depends on the same principles that guide a successful brick-and-mortar business. Serve your customers and provide real value in exchange for the money you receive. This is the path to true, ongoing success in your business.
If you’re serious about making money online, visit MyInternetBusinessnet.com.
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