The Hated Banner Ad

The ad that spans the entire length of the website you’re looking at… the ad you accidentally clicked and quickly closed… the hated banner ad. We’ve all seen them and we’ve all avoided clicking on them, and yet they keep popping up on almost every website. With a click-through rate of about 1 in 1,000 views, most people would agree that banner ads don’t work. 

 

Not so fast. While banner ads don’t receive a high click-through rate, they can succeed in increasing awareness for your brand or product. A potential customer might not click on the ad she sees for XYZ shampoo while she is reading a news story, but the next time she goes to the store needing shampoo XYZ might be the first brand that comes to mind. Just like with TV commercials and print ads that are not direct response, there is no way to measure the kind of awareness banner ads actually generate. Therefore, people only look at click-through rates and deem them unsuccessful.

 

Companies can also increase the effectiveness of their banner ads by making them interactive. Gone are the days of a static image and text on an ad. Today we are seeing ads with video, interactive games and more. These interactive banner ads are 27% more likely to generate a response from viewers. The longer the viewer interacts with the ad, the more likely her interest in the product will increase and she will be more likely to click on the ad to find out more about it. By doing this, she is not only aware of the product but she is also actively looking for more information about the product and is one step closer to purchasing.

 

Take a look at some of these creative and interactive banner ads. If you came across one of these while reading the news, would it grab your attention? Would you spend a little longer watching the video or following the directions it gives you? You might be surprised. 

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Tech Savvy Muppets?

Kermit, Miss Piggy, and the rest of the Muppets have a new movie coming out in March called Muppets Most Wanted. While it’s not surprising or unusual for new movies to use emerging media like websites, Facebook pages, Twitter accounts or mobile apps, the Muppets have taken their use of these types of media to a new level. In new TV ads for Muppets Most Wanted, fan tweets are brilliantly being used to create buzz for the new movie. The most recent ad, shown during the Golden Globes and SAG awards, Muppet fans are outraged that Muppets Most Wanted were snubbed by the award shows.

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These Twitter accounts do appear to be created for The Muppets Movie as they were all created in early January and only have approximately 7-9 tweets. However, this is a unique and new way of integrating social media fans and traditional marketing. Soon, these and other commercials will be using real comments and tweets from fans to promote their products. As customers rely more and more on recommendations from friends, family and other customers, I think this will be a great way for companies to promote these recommendations to the public. I think the Muppets are really onto something and created a hilarious ad in the process!

Evolution of Marketing

Marketing has changed from a company telling the general public about its product to a company and its targeted audience having a two-way dialogue. Traditional advertisements are making way for blogs, social media sites, and e-commerce sites, which make it easy for customers to share experiences, opinions, suggestions, and other feedback with companies. However, the transition from traditional marketing techniques to these new techniques did not happen overnight, so let’s take a look at how we got here.

One way the history of marketing is divided is into different eras. While the number of eras differs between scholars, the following are some of the most agreed upon:

Production

During this time businesses were concerned with manufacturing and producing as much as possible for as cheap as possible. Since there were a limited number of goods available, companies wanted to produce as much as possible because they knew that if they made it, someone would buy it.

Product

During this era, business focused on consistent improvement of the product with the belief that an ideal product would sell itself. The product’s quality was more important during this time than production efficiencies, which had been more important previously.

Sales

Customers no longer purchased everything that was produced by businesses. Therefore, companies started to aggressively promote their products over their competition’s. The thought was that anything could sell, if it was pushed hard enough.

Marketing

Soon companies realized they needed to make decisions on a more strategic level. With knowledge of their customers, marketers were helping to decide what products should be produced based on the customers’ needs, as well as what distribution channels to use and the pricing strategy.

Relationship

In this more recent era, businesses have focused on long-term relationships with their customers, instead of trying to get a one-time sale. One of the main reasons for this is that acquiring a new customer can cost an organization five times as much as keeping a current customer happy.

Social/mobile marketing

This era brings us to today, with emerging media creating real-time, two-way communication between customers and businesses. Organizations can be connected 24/7 to customers who have opted-in to this type of communication.

With technology constantly evolving, we may find ourselves in the next era of marketing before we know it! For more on the history of marketing, take a look at this informative infographic.

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What is emerging media?

This blog is all about emerging and “new” media, but what exactly is that? Emerging media consists of social media, blogs, gaming, mobile media and many other platforms (mainly digital) that are creating a new way for companies and customers to interact.

Why is emerging media important to marketing? While traditional media, such as radio, TV, and print advertising, are still an important part of integrated marketing, emerging media is truly changing the way we advertise and interact with companies, brands, and products. Think about it, how much time do you spend checking your Facebook or Twitter account, readings blogs, or staring at your iPhone? It’s probably more than you think. Research found the average user spends 23 hours a week emailing, texting, checking social media and other forms of online communication. This means that in 2013, Americans spent more time online than they did watching TV.

With people spending that much time online, it in necessary for marketing organizations to be there as well, to meet customers where they are. By actively using emerging media, organizations can openly communicate with customers and potential customers, build brand awareness, and attract new business. I’m excited dive into the different types of emerging media, how organizations are using it, the impact it is having on marketing and so much more with this blog and I hope you will join me!

Check out this infographic by Radiate Media for some other great reasons of why it is important for organizations to be on social media.

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