To be honest, I don’t even see them most of the time. It is as if the top and sides of the webpage I’m looking at are blurred—I know they’re there, but I don’t even notice them. For this, I thank “banner blindness.”
Banner blindness is the result of templated or “best practice” page layouts that place banner ads in specific places, such as the very top center of the page or on the far right side of the page. See the red boxes below:
Why is it called “blindness”?
The ad is there, but we ignore it because our minds have “seen that, done that” so many times before. We have established the typical banner areas as distracting from our goal on the page.
As marketers, if we are stuck in these blind areas, what can we do to increase the effectiveness of our banner ads? For questions like this, I always like to refer to the MECLABS Institute’s (MarketingSherpa’s parent company) Online Ad Sequence heuristic for guidance:
Recently, I spoke with a graduate business class about social media marketing and how the MECLABS’ heuristic can be used to optimize social media ads and pages. The MECLABS Institute is MarketingSherpa’s parent company.
However, the biggest question coming from the class was which social media platforms would be the best to invest in.
How does a marketer determine where to place their efforts? Casting a wide net might seem like the best answer, but that typically results in an unnecessary waste of time and money.
The key is to identify which social media platforms will be conducive to your relationship with consumers.
Below are four steps to help you determine where you should invest on social media.
Step #1. Address consumer value proposition
At the foundation of every marketing effort is the value proposition. Once you can securely address the question “If I am your ideal customer, why should I purchase from you?” then you can move into analyzing your data to better understand this consumer.
Have you ever been at a social event and a person, unknown to you, eagerly greets you by name? Recall the creepy feeling you got in that situation.
It leaves you thinking — who is this person and how do they know this personal information?
Thanks to the Internet, marketers have the ability to collect and use an absurd amount of personal consumer data. As marketers, we’ve used this data to guide consumers to ideal products and services without them even knowing. Well, let me revise that last statement — we used to do this without consumers knowing.
Avoid This: Personalization
As personalization has become a buzzword over the last few years, efforts to connect with consumers have gone haywire. Every day, I receive emails from companies who promote products similar to those I’ve pinned on Pinterest and address me by my name, or at least attempt to: