How Intrusive Can Or Must Advertising Be?
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| Image by Muhammad Ribkhan from Pixabay |
And since unfortunately there is currently no suitable active blog parade, I will take part in one that should have already ended.
The topic was “ How intrusive can advertising be on websites? ".
I changed that slightly and asked the question as follows: "How intrusive can or must advertising be?"
I look at the question both from the point of view of an entrepreneur who wants to win customers and from the point of view of a website operator who allows advertisements to be placed on their pages.
Intrusive Advertising
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| How Intrusive Can Or Must Advertising Be? |
At first, it sounds a bit strange. “Intrusive” isn't exactly a positive description.
And that's probably why the initiator of the blog parade formulated his question that way.
From my point of view, that's not necessarily a negative thing. After all, in the business world, it is important to attract attention to draw the attention of potential customers.
It should be clear that you have to be a bit pushy to stand out from the flood of information.
As with many things in life, “measure” plays an important role here.
What Is Intrusive Advertising?
Before I give any tips, I would first like to clarify what intrusive advertising is.
Of course, you can't define it exactly, but a person is intrusive, for example, when they speak to you without asking, offer things you don't want, or throw themselves at you again and again after being rejected.
And that's how I would define intrusive advertising. The basic intention of advertising is to inform a specific target group about a product or service. An existing need can be addressed or you can try to awaken a new one.
Advertising becomes intrusive if it is inappropriate, dubious, disruptive, or appears too often. Of course, this also applies to advertising on the Internet.
The problem with this is that there are several competing goals. As an entrepreneur, you don't want to annoy potential customers, but of course, inspire them. On the other hand, you want to reach as many as possible. As a website owner, you want to earn as much as you can, but not annoy your readers.
How Intrusive Can Advertising Be?
From the website operator's point of view, one should of course keep an eye on his website and the satisfaction of the readers.
- Suitable
Website owners who select advertisers should always make sure that it fits the target group. I keep rejecting advertising inquiries because it simply misses the interests of my readership. - Serious
It is also important that you only allow serious advertising on your website within the scope of your claims. The question of what is serious depends on your industry and the target group. What can be serious on a hobby side could seem dubious on a business side. - Informative
If you allow advertisers, you should look carefully at the banner and the target page yourself and think about how this affects the reader. Because of course the banner placement also rubs off on the operator of the site. And if you click on a banner and find something different there than you expected, you won't think very well about the website the banner was on. - Moderate
Here, too, it depends on several factors. I have a relatively large number of advertising banners on my blog. The topic of my blog is also a relatively good fit. I also have a lot of content and so the advertising is distributed quite well. One shouldn't be too careful either. There are always readers who complain. - Annoying
I am not a fan of layer advertising or interstitials. Any advertising that prevents the reader from doing what they want is counterproductive. I can't imagine how layers can help make someone have a positive opinion of a company. And above all, it harms the user experience of the website.
How Intrusive Does Advertising Have To Be?
From the advertiser's point of view, the question arises of how intrusive advertising has to be successful.
- Appropriate
You should analyze your target group carefully and then place advertising that fits the interests and needs of the target group. But of course, some products and services are new or are more likely to be subject to impulse buying. That is why you should sometimes be a bit more intrusive and maybe put in advertising that is not so appropriate. - Serious
Unfortunately, the advertising banners in particular achieve the highest click rate, which I do not consider serious. From an entrepreneur's point of view, however, one should not succumb to the temptation and use dubious advertising, as this usually has negative effects in the long term. - Informative
Curiosity can be a good way of attracting new customers. Therefore one should test different methods. - Moderate
You should not overdo it, of course, but if you advertise too little, you will usually not be able to win new customers successfully. Too much is just as bad as too little. - Disruptive
The world is full of information and advertising messages. To still attract people's attention, you certainly have to disturb something. It just depends on the measure.
Finding The Right Measure - From A Customer And Marketing Perspective
As you can see above, advertisers and website owners have quite different goals that can lead to conflicts.
It is therefore important to find a way that meets both requirements.
It is important to find a “good and moderate intrusiveness”.
There is no question that this is not always that easy and that you sometimes have to have negative experiences to learn it.
However, both as an entrepreneur and as a website operator, you should never be guided by money alone. Instead, you should always ask yourself how it will affect the target group in the short and long term and be honest with yourself.
Conclusion
I am aware that the above statements are of course subjective and that there are readers who think less is better and others who use more advertising themselves.
It is important that you decide for yourself and your situation and carefully weigh the advantages and disadvantages.
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