How will display ads continue to evolve in the inbound advertising and social media era.
There are significant differences between B2B and B2C businesses but B2B companies are catching up very fast in the inbound advertising space and inbound advertising continues to grow rapidly year after year.
What is outbound advertising? In a nutshell: the campaigns and marketing activities are ‘pushed’ to the people and are often interrupting. Telemarketers, TV commercials email etc. Nowadays more and more consumers and businesses are able to often block out this kind of advertising. Actually today consumers are highly informed about your products and services bore they ever even contact you. What is inbound advertising? Well, the opposite.
Content marketing, SEO, blog marketing and social media marketing, like Twitter, Facebook and LinkedIn are forms of inbound advertising. This is the new approach to advertising and what we at Internet Billboards specialize in.
If you are not doing any inbound advertising you need to get moving on it right now. There are literally millions of people on social media sites, over 500 million on Facebook alone.
Email marketing/advertising is difficult to categorize. It’s a bit of both. After all, the recipient gives his permission. And at the same time there is an evolution towards a more conversational and valuable focus on the recipient. But, despite all this and the fact that email marketing has found a strong companion in social media, there is a broadcasting aspect as well.
So moving right along, When do display ads contribute to the brand experience? I will tell you when, when the entire site is one big Display Ad. An Internet Billboard is an entire other website for your company that is really one big sticky display ad. Question could anyone share a banner ad? Well no not really. Also after your ads are over they disappear right. Well not with an Internet Billboard, it is there 24/7 indefinitely.
Which leads me to the big question: what about display advertising? In a way, display ads allow people to find you. That’s a bit inbound. They do have an impact on branding. But they are often intrusive. That’s outbound. Can I add that they are also still very often without value for the people that should see them, being you and me?
However, it’s not really about the formats. It’s about what they contain: the story, the promise and the content. This is why an Internet Billboard can deliver.
Whatever the definition: if display ad campaigns don’t engage the people that see them, use intrusive formats and are not set up in function of the needs and wants of people, in the formats and circumstances that are relevant and enabling people to get something out of them or what they promise, they fail. With an Internet Billboard for your company you can target specific audiences more easily and convert them into leads and customers.
Customer-centricity is key in everything we do. The same goes for display ads. If they simply are about pushing your products and services or about one-way branding, they are not perceived as valuable.
If they are used to offer something that your ‘target group’ seeks (fun, relevant content, a paper, interaction, etc.) they will lead to a positive brand experience.
Your brand is not what you want it to be. It’s what people make it: the people in your company and the people in the influence sphere of your online brand.
Give your brand a face and value beyond the brand itself. Let go of your brand, and it will get stronger than ever. In display ads as well. The value is in reputation and thus the value you put into relationships. With people, as people.
Forget the clicks: impress, surprise, engage and touch
Display ads should engage people and get them talking or taking action. No, this does not mean display ads are about clicks (alone), on the contrary, if you want clicks you don’t want display ads (of course, except if you go for a CPC model, and then again…).
Engagement and interaction are also about word-of-mouth, interacting with the creatives themselves and being surprised, impressed and touched. Display ads can do that. If you dare to let go more of your brand.
Again, your brand is not what you want it to be, so don’t try to “position” yourself via a display ad, in fact forget positioning completely (sorry, Al Ries and Jack Trout, but it is what it is). Your brand is what you get when you involve people, in all layers of the ecosystem that determines the value of your online brand.
I would love to hear what you think, especially if you’re a brand marketer or a display advertising “believer” (for the record: I am more a mix of a content marketer, online brand builder, conversion- and result-driven marketer and social media marketer, although I do know and understand the power of a brand).
So tell me your thoughts what do you think? Please read http://www.internetbillboards.net/2010/07/why-inbound-advertising-should-become-part-of-your-business-advertising-plan-right-now/
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