What’s the one thing that bugs you the most about the growing number of web savvy business people making it onto the internet? For me it’s people running Web Companies that don’t understand the term Passive Marketing. That’s right, business like Wise Orange but that completely missed the point of what the internet is all about.

“So what is the internet all about?” I hear you ask. That’s a very good question with a few very obvious answers. First and foremost the internet is about information (and porn but that’s a whole different ball game). Having said that; what started out as an amazing resource for information has evolved into a whole world of entertainment.

A large percentage of the population of people using the internet are surfing the tubes looking for nothing more than a good laugh and something to take their minds off of their boring day to day activities. These people are sick of the constant barrage of commercials in everyday life and are really just looking to get away from all of that.

How can I say this? The proof is in the punch when it comes to the backlash of users against Facebook introducing commercials and then against applications that force you to invite users. Facebook was the place to socialise without being bombarded by banner advertising and although it didn’t stop them, they copped a lot of flack over the addition of advertising. Then when applications started requiring you add people to use them it all got a bit nasty with dozens of groups opening up to speak out against them. Have you noticed how most apps don’t require you to invite people now? Coincidence? I think not!

Which brings me back to my opening statement: Web Marketers who don’t understand the term passive marketing are fail. We see them all the time pushing their wares and targeting people after putting them all into little boxes. Like the late great Bill Hicks says: “Oh your in Marketing? Kill Yourself!” People do not want to be put into boxes. A recent article from the Wired Magazine Website shows that 59% of Americans take exception to being monitored by big Web Media businesses studying their habits and targeting them.

This leads me to ask the question: why? Targeted advertising is better isn’t it? It means that you only get to see commercials that are related to you and your interests isn’t that a good thing? Well it is, if it’s not in your face and interrupting your time on-line. People don’t like the Hard Sell. They hate the “BUY BUY BUY!” mentality of commercials that pop up over their news articles. They don’t want to be sold on the latest pair of Hemp Pants while looking up solar energy. They want to read information, they want to play games, they want to forget about the fact they only have enough money to sit at home and enjoy the web rather than go out and drink beer with their mates.

So if you’re an on-line marketer please hear what I say. Inform people. Don’t sell to them. Entertain People. Don’t Bombard them with repetitive marketing strategies. If you write an article or make a game that people enjoy the next time they go looking for the product you are trying to sell they might think of you. Wouldn’t you prefer them to say “Oh yeah I remember a product like that from a game?” not “Oh I don’t want to buy that product, their ads annoy me every time I go to a website!”?

Think about it. Oh and please feel free to leave a comment, I’d love to hear your thoughts on this. But please do not do it if your URL is www.sexypantslickers.com or some other such pornographic site. We don’t want your spam here so sod off!