I had an interesting experience recently where an agency delivered a presentation on Social Media, and spent the entire hour talking about what they considered to be interactive marketing: Banner ads.
They didn’t touch on social media at all – which is curious. Did they genuinely think that social media is the same as interactive marketing- and did they really think that interactive marketing is an animated banner ad!
I’m not a fan of animated banner ads. For the most part they should be banned. They cost the often ignorant client a significant sum and the result is they’re usually ignored and often resented.
Creative agencies love banner ads because they get to be ‘creative’. But how many of you have been reading something online when an animated banner pops up and blocks a portion of the screen blocking much of what you’re trying to read? It’s more than annoying! and how many of you have been reading something bland when a banner ad pops up and gets your attention with something provocative and you think to yourself ”this’ll probably be some dumb ad-trap” but click on it anyway, and sure enough you feel cheated, because you’ve been taken to a credit card site or something equally unrelated to the banner ad teaser.
Agencies out there, we love you for your creative genius demonstrated in many ways but take note. To be interactive the user needs to ‘interact’ with the media. An animated banner ad jumping around and doing it’s thing is not interactive – having to click on something does not make it interactive.
And to be ’social’ there needs to be an ‘exchange’.
Siobhan
Hey Siobhan – You have got me thinking about metrics to measure success of social marketing campaigns.
I agree with everything you say and have come across very similar experiences myself in the recruitment industry. “Interactive” seems to mean “digital” to many recruitment advertising professionals. I have attended their presentations and witnessed their clients eyes light up at all the pretty creative and what is “perceived” as bleeding edge.
Many marketers and advertising agencies and their clients are not users of social media themselves – so nobody is any the wiser. They base their marketing around what is easy to flog and get their commission from the site owners and/or other booking agencies. They promote to their clients that the number of eyeballs on an ad translates to success. Putting a banner ad on say Bebo to me is still a banner ad and is not social marketing in itself.
Even though I’m not a fan of banner ads (especially if they are disruptive), if targeted, they can sometimes form part of a wider strategy and drive people to a truly interactive platform. Some audiences may not hang out in a “social” marketing environment, and more “traditional” means may be the best way to target them. Social / interactive marketing may not always lead to success. The trick is to research the audience, tailor a campaign, and measure effectiveness (not just in click terms!).
Hi Paul
Thanks for your comment and your last point is one that should always guide us . First find out where your audience is – how they’d prefer to get their information then base your marketing plan round that.
Another common misunderstanding in Govt agencies is the difference between ’social marketing’ and ’social media’ – often confused with each other.
Cheers
Siobhan
New Banner exchange network.www.lrbulgaria.info
Its sounds good, the information is very productive and informative. Marketing firms are now offering few of the services like creative design, consumer data, printing, fulfillment, analytics and website solutions. Good to see these kinds of services.
taking your other comment about making comments….banner ads will die a natuaral death. that irritation and feeling of being cheated rings a real bell for me and is surely something that none of us will tolerate to long.
is this the start of a campaign…perhaps we need a banner!!
Reminds me of the marketing ‘expert’ presenting a seminar on Direct Marketing who kicked off with his recommendation for the most cost effective example of DM -A fridge magnet. #fail!