Earlier this week I came across this article and it only reinforced my belief that we need to look into a new way of advertising, especially when it’s aimed at the younger generation.
This generation has witnessed and lived through the rise of the Internet; it’s an understatement to say that it’s a huge part of their daily lives and that they’re tech-savy. They’re so immersed in the Web that the majority of this generation has what we call “banner blindness” – they barely notice these online ads because of their overexposure to them over a prolonged period of time. If you want to raise online brand awareness among this audience through the use of banner ads, you’d better invest in highly creative formats.
What’s interesting about the numbers below is that it demonstrates that we can actually influence this generation’s purchase decision process through the Web. For example, online articles with brand mentions will likely generate more action on the user’s behalf.
Investing in web PR, online trend spotters and bloggers will help to augment your search engine presence and reach the people who are looking for you or your products/services. It’s about quality and not quantity. Would that be a better option than banner ads? It’s definitely more complicated to set up, create, nurture… but within 6-months what do you think will have the biggest impact on sales?
What do you think? Can you raise online awareness without using banner ads?
Post by Isabelle Quevilly, Apr 30th
