Apparently, the Japanese seem to think so. Via the eMarketer Daily, I found that according to Marsh Research, 84.4% of adult Internet users in Japan have felt at least once that the Internet is “scary.” Here is the breakdown: Now, why do they consider the Internet scary?
Notice that at the top of the list appears “when lots of pop-up windows opened”. Have you been a victim of a “rickroll”? Definitely annoying. Extreme use of pop-up ads is what Seth Godin refers to as interruption marketing. You’re interrupting the natural flow of the user experience to say “hey, buy this!”. Remember that ads or communications can only be effective if they are relevant, personal, and ANTICIPATED. You need to employ permission marketing (another Godin term). I believe that the only way to a marketer can make a pop-up ad relevant, personal and anticipated is through the use of a tool such as 4Q from iPerceptions. Here’s a 10-minute video explanation of 4Q by Google Analytics Evangelist, Avinash Kaushik.
Here’s an example of how 4Q looks like at the CIO website:
Using permission based marketing initiatives, we can all make the Internet a less scary place. If you want to learn about how to get started with E-mail Permission Marketing, here’s a primer. Once you have read about it, you can learn about E-mail Permission Marketing Fundamentals.