Why pop-ups are a negative approach to brand selling

Guest post by: Greg Pipe
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I’m sure everyone has experienced the sense of intrusion when you enter a website that immediately targets you with a pop-up advert.

Unlike alternative forms of advertising, that provide the viewer with a choice on whether to pursue an offer, pop-ups are forced within view and can often create a negative perception on the brand within the advert.

Consumers like choice, being more than aware that a range of choice is available. Therefore why would anyone appreciate being forced into indulging within a product they may necessarily not possess interest in?

With this in mind, the only positive towards pop-up advertising is that the viewer becomes aware of the brand. However, the chances are that the viewer will relate an ‘annoying’ opinion of the brand and hence, avoid taking up the offer within the advert.

The potential confusion that pop-ups present can also lead to frustration to the user. An essential characteristic towards selling products is to ensure a natural and simple transaction, rather the opposite of mounting frustration.

Pop-ups are not an engaging process. Many people adopt the offer of blocking pop-ups, therefore immediately decreases the likelihood of an advert even reaching the desired audience.

Online advertising can easily create wasted expenditure when an effective strategy has not been prepared. With so much competition available online, brands need to be confident that their campaign stands out among the crowd.

A constructive strategy needs to be implied in order to achieve successful ROI. Pay-per-click (PPC) and other engaging content, such as virals and user generated content (UGC) are productive methods towards meeting advertising requirements.

If you require help with your advertising campaign, get in touch and see how our solutions will provide maximum ROI.

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About the Author: Greg Pipe

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Greg has been working in the UK advertising and marketing industry for almost 20 years and in that time has worked across all types of media; from outdoor billboards, to radio, to national and regional press to the Internet. This enabled him to set up The Media Cube in 2002, along with some colleagues, as a marketing agency, to bring that same broad national experience to smaller clients who wouldn’t usually get a look in with the big blue chip agencies. Greg believes passionately in trying to help clients maximise their return for their investment and ensure they get the sort of attention they deserve. Their success over the years has meant they are able to offer a wide range of services to help any business improve their sales. This was further added to by the launch of TMC Training, a sales training division set-up to help business get the most out of their sales force. Greg believes that a company’s sales team are one of their most important assets and by training them to work more effectively, can help any business grow, even in these tough times. To find out how they could help you please visit their website at www.themediacube.co.uk
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