Yup, "Tomorrow" took a few days to come. Anyway, here goes the final part.
When it comes to online/digital advertising, banners play quite a part! We see them almost everywhere – in all forms, shapes and sizes. The amount of money and research that goes into this simple form of creative is actually very large. Whether people actually click it or just turn a blind spot, it has quite a success rate at times. Good online real estate is expensive. A lot of companies (agencies) do some research on the site that would display their banner before actually mocking up the creative. The research would be on the type content, colour, speech tone etc that the site carries, other ads or banners displayed, user interactions they could make use of and a whole lot of other things. All this effort for a banner that may not be seen? Well, I am not a big fan of banner ads, but, I must say that it is really an effective form of advertising. If you have an interesting concept and it is interactive..well.. Moreover, the various sizes are displayed in various areas of various sites or various pages of the same site or various sites – a lot of "various" makes one big statement – "Just see me already!" or "Ok, I am a banner promoting a product. Keep me in mind. You'll see more of me around..don't forget to say Hi". In all its sense, it builds a brand! For example, on my tech sites I go to everyday, Dell banner ads keep showing up in various sizes and colours. Even though I have a blind spot to normal animated banners, these banners somehow don't seem to stay out of my sight. I don't really know what they say. All I know is, they talk Dell!
Landing pages, EDMs have their say in the digital space too. Our email boxes are lie cluttered with many EDMs every day. I admit it that I haven't seen even 10% of the lots I receive, but, people who want to see will see and click. That is the way it works. It is kind of a trial and error if you think about it. What I am trying to say here is – these forms of assets maybe traditional, but, they still live and will live on. They will take new forms and formats, but they will live on!
There is also a Social media advertising frenzy that has picked up pace during the past few years and especially during the hard times of the recession. Brands resorted to people to carry their brand and product forward. Twitter, MySpace and Facebook became the major medium. Companies have their Facebook pages and invite people to join in. People are successfully building networks, promoting brands and products. In fact, even Human resource and staffing agencies have people on LinkedIn, doing searches, going through profiles and contacting candidates. This goes to show that if you know who your target audience are and what medium they use to network, you have got yourself a possibly profitable medium to reach out. Recently an acquaintance asked me if they allow advertising on Farmville. Neither of us had played FarmVille, but, the game is the talk of the town, and, if you are a maker of farming/farm products, what better way to advertise!
The success of a brand online depends on the fame among its users/viewers, interactivity, research, innovation, network and good catchy copy. The real question is – Are you building a brand or selling a product? Let us remember that the success of the product depends on its strong brand power! Banner ads, much like print or TV don't immediately prompt users to buy products. People buy stuff when they know for certain that it is well worth it and they have done enough research about it. Someone once asked me – "Should we have a "Buy Now" button on the banner or a "More Details" button on it? It isn't a very easy question to answer, even after considering all the messaging and creative line. Would you visit a store and buy a TV because a banner says they are the No.1 manufacturers or the TV has n list of features?
Branding 2.0 is about:
- Doing your own research
- Creating a whole network buzz
- Choosing the right medium
- Understanding the user and his behaviour
- Right interaction
- Building true brand without creating a hype
Build your brand! Make the millions!
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