B-to-B Marketing: 7th Idea for 2014

B-to-B Marketing: 7th Idea for 2014

Think outside the boombox. We all know that banners aren’t the click machines they used to be. In fact, we don’t even buy top of the page leaderboard banners any longer because they’re just not noticed. But we do apply banners as valuable tools for branding, particularly skyscraper- and boombox-shaped banners. One of my colleagues, Mark Johnson, came up with a very clever banner idea where the boombox shape is filled with a video image and play button as the entire banner graphic, taking advantage of the appeal of video today. So, although banners still play a role in branding and image building, they’re not effective as a strategy for driving traffic and clicks.

About the Author:

Joel Goldstein, President

Joel Goldstein, a proud graduate of Kent State University, is the president of Goldstein Group Communications, the agency he founded in 1992. While the agency has evolved during the years from its initial roots as a PR agency to become a full-service lead generation and branding firm, GGC has remained consistent in its focus on serving B2B companies that have some degree of technical or engineered content. Joel drives the agency’s strategy with a particular emphasis on incorporating new technology tools to drive improved performance, a focus on “Measurably Better Results” that has formed the foundation of the agency since its early days.