Internet Marketing: The Importance Of Subtlety

It’s not too many years since internet marketing was anything but subtle. Users’ experience of surfing the web was frequently disrupted by pop-up adverts that obscured the page and were often completely irrelevant to the content being read. It wasn’t long before the use of pop-up blockers became widespread. As users' experience and knowledge of the internet have developed, so have tools and programs for dealing with annoying and unwanted advertising, and advertising has had to become much more refined, and more ethical, as a result.

Successful internet marketing is now marketing that adds to, rather than disrupts, a user’s experience. Subtlety is the key here; good advertising should ensure that the right information is there at the right time for the potential customer. For example, advertising can provide direct links to the very products someone is already reading about, offering a shortcut so that rather than being an unwanted interruption, the advertising is performing a service. Intelligent use of key terms can mean that advertising has an intuitive feel to it, perhaps offering links to further information or other products that may be of interest to the reader.

The use of subtlety has transformed web marketing from being one of the biggest drawbacks of the internet to a useful addition. The internet and its users have evolved to the point at which good advertising is no longer seen as something to be combated. At Click Consult, we understand the need to have ethical marketing campaigns that will be welcomed by potential customers.