Kushandiswa kunoshandiswa kwekutengesa kwepaIndaneti
Nei mutengesi anofanira kutarisirwa pamusoro peizvi? Nokuti mitemo yakashata inoparidzirwa inogona kuva nemigumisiro yakaipa pamitambo yavo.
Apo vashandisi vasingadi chikwata, vanowanzoita kuti vasafarira mutengesi. Sezvo webhusaiti usability nyanzvi Jakob Nielsen unoisa munyaya yepawebsite yake: " Kushambadzira kusina maturo kuchakubatsira iwe kugadzirisa zvakawanda, asi tsika dzakanaka dzebhizimisi dzichakwevera vatengi vakawanda vakavimbika munguva refu."
Kukanganisa kwakashata kunogona kubva kune makambani ezveshizha. Vangave vasingadi kubvuma zvimwe zvivako nokuti vachapinza motokari kure. Sangano revatori venhau rinonzi The Poynter Institute, somuenzaniso, rinotaura mumitemo yemaitirwo ayo eIndaneti: "Mukana wekutengesa unokosha zvikuru.
Advertorials, Kick Through Ads, uye In-Text Advertising
Rumwe rudzi rwekutengesa runogona kuva dambudziko nderokuti advertorial - chikwata chinenge chaitwa nemaune kuti chiite sechinyorwa. Izvi zvinonziwo kutengeswa kwekuzvarwa. Pane kutonga kwenguva refu mumabhizimisi ekudhinda chero chiziviso chero chipi zvacho chingave chakavhiringidzika nehuwandu hwezvinyorwa chinofanira kunge chakanyatsorondedzerwa sechishambadziro.
Izvi ndezvechokwadi pahutano sezvazvagara zvichiitika muzvinyorwa.
Muenzaniso wakanaka wekududzira ndeye Chiitiko cha Sony campaign yakatangwa makore akawanda akapfuura. Yakanga ine nenyaya dzakanyorwa nevatelancers vakazviratidza sevhareji vagari vachinyora nezvekushandisa kwavo teknolojia. Nyaya idzi dzakatumirwa uye dzakabhadharwa na Sony.
Vaiwanzoti havana kutaura kunyange Sony kunze kwemashizha, izvo zvaiita kuti zvive zvakanyanya kusiyanisa kusiyanisa kubva pane zvakagadzirwa nzvimbo. Asi icho chaicho chaicho chakatsoropodza ndechekuti kunyora kwekusiyanisa nyaya yacho sekutengeserana kwaive kazhinji mudiki, uye dzimwe nguva shoko rokuti "kutengesa" rakanga risingatomboshandisi.
Dzimwe mhando dzekutengeserana dzine dambudziko rehutsika kunyange kana zviri pachena kuti dziri matanho. Semuenzaniso, muna 2002, mutengesi wekutengesa Orbitz akakurudzira kukakavara mune zvinyorwa zvinopfuura zvekare kuburikidza nekumhanya-kupararira kuburikidza-kuratidza zviziviso zvinotora musikana kune imwe nzvimbo pavanongova mutsva pane imwe mvumo. Izvo izvo zvinotambirwa kuburikidza nemashambati zvinoita sokuti zvakanyangarika kubva pawebhu zvakangodaro zvinokonzerwa nekuchema pamusoro pavo.
Kunyange zvakadaro, makambani anoremekedzwa akagamuchira teknolojia - kunyanya mubhuku rekushandisa kombiyuta O'Reilly. Kunyange O'Reilly, iyo inoshandisa zvizivo panzvimbo yayo, inopa FAQ inotsanangura chikonzero nei vakasarudza kushandisa teknolojia iyi nekutsanangura kuti vashandi vanogona sei kubvisa IntelliTxt ads, iyo inoratidzika kuratidzira kuti matangazo haashamisi nevashandisi.
Vanyori veMedhiya vanotaura kuti sezvo zvikwereti zvakabhadharwa zvinowedzera zvakasiyana-siyana zvakasvibirira zvisikwa zvakasvibirira uye mapap-ups akanyorwa sekutengeserana, nzira yavo haina kuputsa mitemo yetsika.
Iyo ikambani inotiwo sezvo hukama hunoshandiswa uchishandisa maitiro akazvinyorwa mushure mekunge nyaya yacho ichinyorwa paIndaneti, vanyori havakwanise kuve nekufuridzirwa kusanganisira mamwe mazwi makuru.
Mamwe makambani emashandisirwo emashandisirwo emagetsi haadi kubvumirana, kunyanya bhizinesi-kune-bhizinesi (B2B) sangano rekubudisa mabhizimusi American Business Media neAmerica Society yeBusiness Publication Editors. Zvose dzine mirayiridzo inorambidza kutengeswa kwemashoko ezviripo mukati mekunyora kwekunyora - ona bhara. (Kuzivisa: munyori wenhau ino anoshanda ASBPE.)
Pop-ups, Pop-unders, uye Fake Dialogue Mabhokisi
Imwe rudzi rwekutengesa vamwe vanofunga kuti haisi chokwadi kune avo vanozarura muhwindo idzva. Muenzaniso mukuru, hongu, ndeye chikwata chepop-up, chinowanikwa muhwindo duku pamberi pekona huru browser. Ipap-pasi iri yakafanana, asi inowanikwa seri kweiyo browser huru window, saka mushumiri haazvioni kusvikira vasvitsa window iyo.
Muzviitiko zvose izvi, vatengesi vangave vachitarisira kuti vashandisi vangazonyatsoona pahwindo pavanenge vachiedza kuvhara uye saka vanoendeswa kunzvimbo yomutengesi.
Kunyange zvazvo maitiro maviri ekudhinda ari kushandiswa zvakanyanya, zvose zvinopisa zvinopesana nevanogona kutenga. Kutsvakurudza kunoratidza kuti pop-ups ndiyo inonyanya kuvengwa pakugadzira nzira. Chimwe chikonzero chekusashandisa ndechokuti vanhu vazhinji vanovadzivirira. Uye kunyange zvazvo izvi zvikava zvine kukwidza-kupfuurira kwehuwandu, vazhinji vezvikwangwani zvinogona kuitika zvisingazivi apo vanhu vanoedza kuvhara hwindo. Pop-ups inogona kushandiswa nehuwandu asi haisi kugamuchirwa zvakanaka nekuda kwekutengesa.
Zvadaro kune zvivako zvinotaridzika semeshumo inobva mumakombiyuta yako - iyo mavara madonhwe anobuda pahwindo rako nemashoko uye "OK". Mushandisi angafunga kuti ku "OK" achavhara firiji, asi panzvimbo pacho, inovatora kune webhusaiti yevashambadzi.
"Hapana chinhu chakanaka chichauya kubva pane izvozvi," anodaro Neil Hair, muprofesa wetsitsi paRochester Institute of Technology uyo akatsvakurudza maonero evanhu ekutsvaga kwepaIndaneti. "Iwe uchaita kuti vanhu vatsamwiswe. ... Zviri kungoparadza mufananidzo wako kwenguva refu." Vechiduku zvikurukuru vanopindura zvisina kunaka kune iyo mhando dzekutengesa, anodaro.
Zvinyorwa zvepamutemo kana zvirevo zvepamusoro - mapeji anouya pamberi pezvakatarirwa - anogonawo kuonekwa seanotsamwisa asi anowanzogamuchirwa kana vashandisi vane chisarudzo chokupfuura peji nekudhonza "Dhonza iyi Ad Ad".
Kufukidzira kune zvivako zvinowanikwa pane zviripo zviripo, asi muhwindo rimwe chete panzvimbo yehwindo idzva. Ivo vanozivikanwawo nemazita ezita rakadai seYeblaster kana Shoshkele. Vanowanzotanga Flash movies. Zvinogona kuratidza hupenyu hunofamba zvakasununguka pane nzvimbo yakagadzirwa. Izvi zvinowanzovhiringidzwa kana zvikavhara zviri mukati; kuputira zviziviso pamavhidhiyo zvakagamuchira mhinduro yakavhenganiswa.
Chimwe chinetso chevaparidzi vekuInternet ndechokuti mhando dzose dzekutsvaga dzinotaurwa mundima ino dzinogona kuva nemagwaro echiparadzi anogona kuparara. (Kuti uwane zvakawanda pamusoro pezvakanaka uye zvekunakidzwa kwezvipikicha zvakadaro, ona "Ads-Pop-Up ads - Pros and Cons - Pop-Unders, Overlays, uye Ads Inrusive.")
Mazano Okubudirira
Sezvo vanhu vachidzidzira kusava nehanya nemabhanisi adhanzvi, ndezvechokwadi here kubvunza vatengesi kuti vasashandise mapeji, kuvhara zvizivo, nezvimwe zvakadaro? Unoitei kuti vanhu vaone zvivako zvako?
Chokutanga, rega pfungwa dzekare pamusoro pekukosha kwekudarika. "Chinangwa chacho hachisi chokuita kuti vanhu vatsanangurire nokuti havaiti." Kuziva, " anodaro Neil Hair weRochester Institute of Technology. Mune mamwe mazwi, kushambadzira kwepaIndaneti kuri kuwedzera kufanana nekutengeswa kwemazuva ose.
Bvudzi pamwe neshamwari yake Susan Barnes vari kutarisa kuti zvivhiringidza zvibvumirano zvinoshanda uye sei. "Izvo zvine chokuita nemirau iyo inoshandiswa, uye kuti vari kushandisa mifananidzo yakanyanyisa inoshandiswa, iyo vanhu vanovhiringidza." Ivo vari kuwanawo kuti magwaro makuru anoshanda zviri nani kupfuura maduku-saka chengetedza shoko rako pfupi.
Uye pakupedzisira, imwe nzira inoshanda inoseka. Chinhu chinokosha, anodaro Hair, ndechekuti "shandisa zvishoma nezvishoma-zvishoma nezvishoma. Unofanira kutanga kuvaka ukama huno munguva."