I have been paying attention to a lot of rumblings and gripes about the state of the traffic exchange recently (who am I kidding, I’ve been reading them for over a decade)…And one of the major beefs seems to be two fold.
1. New traffic exchanges launching all the time
2. Failed exchanges being resurrected and re-launched
Wanna know a little secret?
This is nothing new. In fact I would argue, not only has this been happening since TE’s first saw a commercial script brought to market, this would show that there is attention and interest in the TE model…The more they launch, the more exciting the TE industry looks.
Now of course, owners need to ‘go to school’ and learn how to launch, promote and maintain any program they start but that’s not the point of this post.
My gripe is…We are focused on the wrong things.
Here’s the problem…
Look at what OWNERS allow to be promoted inside of their traffic exchanges?
I’m not even going to get started on my disgust of the PTP co-op model (that’s for another day) but this is what people see when they start surfing a traffic exchange.
It’s rotator inside of rotator. Usually some kind of matrix scheme. Without any emphasis on personal branding, list building or legitimate online business.
I know I know…Who am I to police what is and what is not ‘legit‘…But let’s use common sense here.
We’ve seen some fantastic marketers get their start in TE’s and basically say they will no longer surf or spend a dime with any of these programs because the market isn’t responsive. This is an issue. The real reason traffic exchanges are looked down upon is because we cater to the ‘surfer’ that has no intention of building businesses. They just wanna…Surf.
They don’t care what they promote, how they are presented…They just wanna surf.
Now, I truly believe we need a healthy mix. We need ‘surfers’ but we also need advertisers. And the problem is, who in their right might would want to advertise when they just see sites like the one above…It’s unprofessional, it’s amateur and it hurts our brand.
In closing, I think owners and the vocal minority are focused on the wrong things…
Who cares what new TE’s launch or re-launch. We need to start focusing on what is being promoted within our own back yard.
Get rid of the garbage and we’ll start to attract the RIGHT mix of surfer and advertiser!