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.
