Online-annoncer: Enkle fejl, der muligvis koster dig

Hvis du abonnerer på en tjeneste fra et link på denne side, kan Reeves and Sons Limited optjene en kommission. Se vores etikerklæring.

Verden af ​​online-annoncering er adskilt i udgivere og annoncører. Udgiveren er ejeren af ​​et websted, der tillader en anden at annoncere på det, mens annoncøren selvfølgelig er den, der annoncerer. I nogle tilfælde kan udgiveren også være annoncøren, og når dette sker kaldes det intern reklame. Alt andet er ekstern reklame.

Hvorfor disse termer skal defineres, er fordi de stærkt påvirker, hvor meget tolerance og accept et publikum sandsynligvis har for at blive udsat for annoncen. Generelt vil et publikum have meget højere niveauer af tillid og accept i tilfælde af intern reklame, og til gengæld er det mere sandsynligt, at de lader deres vagt ned og potentielt engagere sig i reklamen.

På den anden side kan ekstern reklame generere en bred vifte af svar, men mange mennesker rapporterer at de er irriterede over eksterne reklamer, og nogle er endda rasende over dem. Hvordan dette kom til skyldes stort set den kollektive adfærd hos et flertal af marketingbranchen i de tidlige 1990'ere.

Hvorfor intern reklame er mere accepteret

Users who arrive at a website as a result of a conscious choice to engage with the brand represented by that website are also likely to engage with internal advertising on the website. Fast food restaurant chains such as McDonald’s, KFC, and Burger King are good examples, as they normally contain a lot of internal advertising, and users are quite willing to engage with these, because they’re already tuned to receive the marketing message. They’re on a site that is relevant to their interest and they want as much information som muligt, især hvis annoncen lover en form for incitament som rabatkuponer.

Hvorfor ekstern reklame er mindre accepteret

På grund af de skyggefulde teknikker, der bruges af skruppelløse marketingfolk, udviklede brugerne hurtigt en aversion mod, hvad der blev betragtet som invasiv reklame. På det tidspunkt var den vigtigste kilde til antagonisme, at annoncerne påvirkede brugeroplevelsen hårdt, men efterhånden som brugerne blev opmærksomme på potentialet for cookies til at spore og identificere dem, udløste det en enorm tilbageslag.

Resultatet af, at marketingfolk går for langt

Among other things, these abuses gave rise to the ludicrous European cookie laws, which don’t actually solve any problems and do create new ones. It is also the reason why there’s an entirely new industry dedicated to blocking ads (and ironically many of the systems created to block the ads are advertised online).

But users don’t really hate ads

The greatest misunderstanding in the marketing industry stems from the idea that users hate ads and this is the reason why they use ad blockers. The truth, however, is different. In reality what users hate is having their privacy invaded. Ads that don’t employ tracking or attempt to “personalize the user experience” are acceptable to the majority of intelligent internet users. Ads that are helpful or provide benefit to the reader in any form as a result of engagement with them may even be viewed with favor, except when the ad appears to be personalized, regionalized (falsely), or making use of tracking techniques.

Annoncører og udgivere skal bevidst undgå de fejl, der fører til fiasko

Wouldn’t it be great if there were some simple rules that could tell you what to avoid doing, and how to be more successful in online advertising? Well hold onto your hat, because those rules actually do exist. Now let’s take a look at the common mistakes that may be costing you money and good will.

Fejl 1: Udgivere, der genererer negativ pengestrøm fra annoncer

Der er visse typer udgivere, der har ideelle websteder til vært for ekstern reklame. Generelt er de ikke-virksomhedswebsteder. Hvis du har et websted, der på en eller anden måde er knyttet til et mærke, kan det få dit websted til at virke uprofessionelt, hvis det indeholder annoncer for ting, der ikke er relateret til din virksomhed.

Imagine if McDonald’s had ads on their site for a shoe sale at the mall. Such an ad would definitely be out of place, and would detract from the user experience, even if the user was really in the mood to buy some shoes. They didn’t come to the McDonald’s website expecting to be shown an ad for shoes.

If the ads on your site have a negative effect on your professional appearance and reputation, those ads may be costing you more in terms of lost business than they can possibly generate for you as advertising revenue. In that case, you’re much better off not hosting the ads.

Fejl 2: Brug af pop-up- eller pop-under-vinduer til reklame eller sporing

Dette er en af ​​de mest irriterende ting, en annoncør eller udgiver kan gøre. Næppe nogen klikker nogensinde on ads contained in pop-ups or pop-unders, and when they do, it’s often by accident. You don’t win if you get somebody to click through to your site as a result of an accident or through deception. It just annoys the user.

Selv store websteder som TripAdvisor har brugt pop-unders, og det har det også genereret en masse klager fra brugere, der er frustrerede af dem. En af grundene til, at det betyder noget, er, at pop-unders er stealthy. Brugeren er muligvis ikke engang klar over, at en er blevet åbnet, indtil de går for at lukke browservinduet. Men det kan også påvirke brugeren mere alvorligt, fordi din pop-under muligvis forhindrer Firefox i at tilbyde brugeren muligheden for at gemme deres browsersession.

Fejl 3: Nag-skærme

These are common on commercial blog sites, but have also sometimes found their way onto corporate sites as well. These are modal windows that are triggered on certain events such as the user entering the site, attempting to leave the site, or scrolling past a certain point on the page. The modal usually nags or begs the user to subscribe to a mailing list or something like that. It’s incredibly rude. It’s like blocking the door of your shop until the customer tells you where they live so you can send them catalogs.

The problem is that these nagging pop-ups actually do work. Various idiots (and the occasional genuinely interested person) actually fill them in, and what eventually happens is the advertiser gets lots of email addresses, so marketers still believe they’re good to have.

What they’re not considering is that flertallet af brugere finder dem irriterende and even when email addresses are harvested and spammed to the hilt, you won’t see a dramatic rise in sales. You may even see a decrease in your sales. That’s because næsten ingen læser nyhedsbreve og anden efterspurgt spam, du sender ud.

Nag screens are not the only way to acquire subscribers, and there’s evidence that they’re less effective than the alternative methods.

Fejl 4: Lover en ting og levere en anden

This is just plain dishonesty, and it usually backfires. A variation on this is disguising an advertisement as genuine content, and only revealing quite late that you’re trying to sell something to the user. Both types of ad are likely to result in the user taking a negative view of you. Certainly you may make some sales regardless, but you’d probably make a lot more if you were honest in your intentions.

Et eksempel er, når du tilbyder brugeren en gratis prøveversion eller en gratis prøve, men then they discover it’s not really free. There is a big difference between a free trial and a money back guarantee, but there are plenty of marketers who will happily overlook that difference and call a spade a shovel. Other examples include raising the price above the advertised price by adding more charges where it wouldn’t be justified, showing a product that isn’t actually the product being sold, using obviously fake testimonials, and so on.

Fejl 5: åbenlyst uærlighed og fejlagtig repræsentation

Det er her, annoncøren præsenterer falskformation to try to convince the consumer to buy. Apart from the fact that it’s illegal in many jurisdictions to do this, it only takes one person to expose the fraud on social media, and your entire reputation could be in ruins. You may even face prosecution and lawsuits.

Fejl 6: Sporing

This is why people use ad-blockers and privacy tools like Ghostery. It’s why more people are using anonymizers, rejecting cookies, and using online personas. And it’s why Europe created their crazy cookie laws. Now that President Trump has approved the selling of browsing history, users are likely to be even more resistant than ever to being tracked. When you use tracking there are two things that happen. The first is that many users perceive this as inevitable, and the second is that næsten alle brugere videresender det.

Fejl 7: Over-afhængighed af displayannoncer

Annoncører begår ofte fejlen ved at tro, at det, der fungerer i offline verdenen, også er mest effektivt online. Displayannoncer er ikke så effektiv som inline-indholdsannoncer, undtagen hvor de indbyggede indholdsannoncer er SEO-links, som foregiver ikke at være annoncer. Når en blogger, der er populær blandt løbere, fremsætter en anbefaling til en bestemt type løbesko, er det mere sandsynligt, at læsere reagerer positivt på denne annonce, end hvis det blot var en grafisk bannerannonce, der blev vist på siden eller et vildledende link, der kun blev tilføjet for at få dig et klik.

header image med tilladelse fra justyna stasik

Bogdan Rancea

Bogdan er et grundlæggende medlem af Inspired Mag og har akkumuleret næsten 6 års erfaring i denne periode. På fritiden kan han lide at studere klassisk musik og udforske billedkunst. Han er også ganske besat af fixies. Han ejer allerede 5.

Kommentarer 0 Responses

Giv en kommentar

Din e-mail adresse vil ikke blive offentliggjort. Krævede felter er markeret *

Rating *

Dette websted bruger Akismet til at reducere spam. Lær, hvordan dine kommentardata behandles.