While working on building a social networking plan yesterday I realized that I was classifying online banners as traditional advertising. Creating a web campaign doesn’t mean buying ad banners. This is no longer true. Of course, CTR can be high if your creative is good enough but how can you deeply engage consumers with a banner? I believe that a strong print campaign can generate the same efficiency. This isn’t about digital or non-digital. It’s about creating good advertising; about creating a product or a business model that will resonate with your target, be talk-worthy and spread online with more efficiency. That is what a digital campaign is really all about – sparking a conversation online by offering something useful and different.
Post by Isabelle Quevilly, Jun 12th
Tags: Banner ads, traditional advertising, useful
