26 November 2008

Social Networks & Banner Ads

Two interesting pieces by Mike Shields of MEDIAWEEK:

mediaweekIs the End Near for Display Ads?
As ad budgets shrink, buyers and publishers face growing pressure to prove value of banners …

MikeShields Social Networking Traffic Up as Advertising Falls Flat 
More than half the country actively uses social networking sites, but so far advertising on these properties is nothing short of anemic …

I’m not a huge fan of banner ads, but they have their place – and their influence:

How Ads Affect Our Memory
A new study suggests that marketers shouldn't fixate on the number of people who click on ads. According to the research, just seeing an ad on a Web page can impact memory. The findings could have a significant impact on the way online advertising is made and metered.

While word-of-mouth (not word-of-mouth marketing) is the gold standard for Baby Boomers (especially women), the most effective marketing model is still traditional advertising pushing to a company/product web site.

As Jack Trout says:

jt “This all brings me to my word-of-mouth on word-of-mouth marketing. It's not the next big thing. It's just another tool in your arsenal. If you have a way to get your strategy or point of difference talked about by your customers and prospects, that's terrific. It will help, but you're going to have to surround it with a lot of other effort, including, if you'll pardon the expression, advertising. You just can't buy mouths the way you can buy media. And mouths can stop talking about you in a heartbeat once something else comes along to talk about.”

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