How digital marketers may finally stop annoying customers in 2018

You’re probably familiar with the quote, “In this world nothing can be said to be certain, except death and taxes.”

The only reason this famous line doesn’t include pop-ups is that Benjamin Franklin, its coiner, did not live long enough to use the internet.

But make no mistake: pop-ups are the bane of pretty much everyone’s existence. And they’re a huge problem for digital marketers, who continue to be haunted by the badwill these pesky little ads have generated among internet users.

Luckily, that may be changing, according to Business 2 Community’s wonderfully optimistic Top 5 Digital Marketing Predictions for 2018. 

Why there’s reason to hope

“Pop-ups are finally going away,” the website promises, saying improving technology will continue to make them obsolete with “better designed and less intrusive cross-device responsive native advertisements.”

But there’s another reason pop-ups may (hopefully) go extinct: Google seems to have had it with them.

As Business 2 Community points out, the internet search giant has begun “penalizing” what they call “intrusive interstitials” – in other words, pop-ups and email captures.

“Pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as high,” Google announced earlier this year. Despite the soft, non-threatening language of that statement, the move was viewed as a “crackdown” on pop-ups and other annoying ads.

That’s all the motivation a good digital marketer should need.

What you can do to help

This isn’t going to happen overnight, of course. But you can start reaching your audience in better and more effective ways right now.

For some tips on how to begin your transition away from pop-ups, check out this insightful piece from SmartBug, or this one from Launch Digital Marketing – appropriately titled “Why Pop-Ups Can Ruin Your SEO.”

Declan Desmond