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Those who grew up in the media saturated world of the ’70s and ’80s learned a lesson in marketing: “He who yells loudest gets heard”. Unfortunately, it’s a lesson that hasn’t kept up with the times and the more media conscious nature of today’s consumers. Nowadays, “He who yells loudest” is likely to be the source of derision.

Marketing ads can be easily blocked out of all audiences in simple steps. With the ever increasingly popular Tivo and DVR, programs can be watched without the commercials. On the internet, pop-up ads can be easily blocked or screened. Over 90% of ads everywhere are being blocked. So, how do you get noticed or heard?

So the real question is “How do I get my message through the clutter? That’s part of your online traffic formula. How do I get heard without trying to shout down a football stadium?” The answer is relevance and concomitants. People are cynical of marketing claims, and have been for years. Instead, they’re looking for people who are like them and making actual recommendations about products they’ve used. Here’s an easy litmus test - do you read online product reviews? If so, how do they influence your buying decision?

Conversely, on your marketing site - how do you handle the occasional negative commenter? The smart answer is to let them be. They’re looking to get a rise out of you, to get a debate going and to generate traffic to the links they’re posting. The old Usenet adage still applies: Don’t Feed Trolls which is key part of your online traffic formula.

First, most negative reviews tend to “burn out” if ignored. The only way to make a negative review linger in the eyes of your other customers is to argue with the reviewer. Instead of arguing, thank them for their opinion. You score points for being more reasonable (and the more they act like an idiot, the more points you score on your credibility).

Another thing not to do is scream for attention. Kids have fits to get attention, but it is negative attention. Don’t throw a fit. It has been proven that the more aggressive you get, the more the consumer distances themselves. Start connecting with your audience. Keep your attention positive. There are many rewards to being relevant. That is what consumers want and need.

Some sites that have proven effective and relevant are Google.com and Amazon.com. People let Google scan their emails for keywords so they can receive more relatable advertising. They are trusted to do this and gaining trust is your entrance into your marketing world to open up vastly.

Google takes this one step further with Gmail, which scans your email for keywords and places ads in ignorable places. Privacy advocates worry that Google’s email filters could be used to track down deeply personal information, but the general attitude is that anything you send by Email, you might as well be shouting at the top of your lungs. In both cases, Amazon and Google offer a service in return for providing relevant information, and you should strive to do the same with your web site.

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Tags: Internet Marketing