2016 has been an interesting year for traffic exchanges. While we’re still online, growing by thousands a week, there is something seriously wrong with the culture of the industry. I’ve tried for months to pinpoint exactly what it is and of course the recurring culprits start to appear;
– People are surfing for pennies
– No one is building their lists
– Few use video and stick out from the crowd
Sound familiar? Well it’ nothing new….Since I got started in this business in the late 1990’s, the percentage of people that are truly ‘crushing it’ when it comes to their traffic exchange advertising have always been far and few in between….But that can’t be it. These are issues the industry has faced since it began almost 20 years ago.
And then it hit me…
The traffic exchange industry absolutely DETESTS change.
Think even a few years ago, the fights this industry used to have when it came to adding social chat into the surf environment. People revolted!
Even when gamification became the DNA of everything we did at our company, lots of people said it was just a fad.
When guys like Robert Puddy and Soren Jordansen were telling the traffic exchange industry to get off their butts and attend the live events in the mid-2000’s…People refused to get out from behind their screens and grow their business.
We are allergic to change and it’s really starting to hurt.
Social media became all the rage in the past few years but rarely do you see traffic exchange people on Twitter, Facebook, Blogs or YouTube…They just surf.
Is it the demographics of this industry? Are we just not adapting to the current state of the internet…I’m not sure why we are being held back, but man, we REALLY need to start changing our culture here.
Let’s talk about building mailing lists. Let’s talk about ad copy and email marketing. Let’s talk about social media. Let’s discuss relationships and how important they are to business. Let’s talk about what the rest of the internet marketing world talks about…Soon.
Because here’s the brutal truth…The rest of the world is moving forward. Adapting. Trying new things. We are being left behind…
Change doesn’t have to be scary, the ones that embrace it ALWAYS come out on top. As we get near the 20 year anniversary of the traffic exchange model, I truly hope we start seeing the change I know we’re capable of.