When you are dealing with digital marketing, at any time you will do your best to make the strategy you design, as well as each of the advertising campaigns that you let into the online ether, bring the best results for the company's business. That's the essence, is not it?

Anyone in this business knows how much knowledge, skill, and time it takes to make the effort pay off in the end. It is necessary to make wise decisions, to know the exact area in which you operate and keep up with trends, especially in the world of online marketing, in which everything is developing very quickly.

Bearing all this in mind, the significance of a marketing team in a single firm is unambiguous. It depends on how much the ad itself will be of high quality and whether it will reach the target group, that is, to all those who are current, potential, and, hopefully, future users of the desired products and services.

On the other hand, however, there are consumers of advertising solutions posted on the Internet, or generally speaking - Internet users. They have someone their own perception and an online advertising experience. Often, perhaps even too often, user expectations do not match the desires and plans of targeted marketing campaigns. How to change this situation?

Below you will find out which techniques are least desirable from the user's point of view, but also how digital advertising campaigns can still be successful if they are accessed in a carefully thought-out manner.

WHAT SHOWS THE RESEARCH?

One of the most important expert's research on this topic was conducted in June 2017 by the Nielsen Norman Group, specialized in researching user experience on the Internet, including 452 Internet users from the United States who are not employed in the IT industry and are not in the position of marketing experts. Responding to questions about desirable and undesirable types of ads on the Internet, respondents were given the opportunity to express their views. It turned out, as the results show, that even according to one type of advertisement, users did not express an exaggerated affection, but rather a neutral orientation. Much more is said to be negative, highlighting even a high level of stress because some ads interfere with privacy, while others block access to websites and limit their work.

However, if users are more irritated with ads on the Internet than genuinely angry opponents of this kind of advertising, they also confirm the average rating for all types of ads in the survey, which is 5.23. The rating is positioned on a scale of one to seven, whereby grade 1 was given for an extremely positive attitude towards a particular type of marketing, and score 7 is extremely negative.

In addition, the Nielsen Norman group has already conducted similar research. It was in 2004, when 605 respondents participated, including 95 percent of them saying they did not submit so-called pop-up ads. More than 90 percent of respondents then pointed out that they did not like ads that cannot be removed, nor those who do not clearly indicate what they are doing, which they deceive, which affect the re-content of the page or occupy most of the page.

Important information: Numerous research has shown that a negative attitude towards a particular ad type results in a negative overtaking of the user towards the company whose ad is. In a survey conducted in the United States between December 2001 and February 2003, as many as half of 18,808 respondents said that so-called pop-ups adversely affected the formation of their advertiser's attitude, while 40 percent said it created a bad opinion about the site where the ads were placed.

WHAT DO MARKETING TECHNIQUE INTERNET USERS NOT LIKE?

The results of previous research have shown that users may have a neutral attitude towards some types of ads, but also that there are certain digital marketing techniques that are harsher than others.

Why? Because some ads advertise on the intranet, they say, they interrupt while searching what they are interested in, because they snap to the middle of the page because they are often manipulative, but also because they distract attention and do not provide relevant information in return. Users view the ads as "unnecessary," "meaningless," "irritating because they will not persist persistently," and so on. A list of negative comments and explanations of why Internet users do not like ads is pretty long.

Do you now understand the difficult position of marketing professionals? If you are one of them, then try your best to NOT use the forms of marketing that we present here. Because these are the techniques that the users least like and avoid them whenever they get a chance. With such forms of marketing, it would be said, your campaigns will not have a great chance of success.

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