Laurie Burkitt posted an article at Forbes this week, commenting on what she refers to as the 'stupidity of display ads'. The stupidity she says, is evidenced by the fact advertisers have not found ways to effectively cater to consumers, say, in the same way that forward-thinking brands have been able to do with mobile marketing and social media. Brands such as Dominos and Papa Johns have drummed up new business with mobile applications; while, 1-800 Flowers and Dell have been able to leverage the power of social sites such as Twitter and Facebook to generate new customers.
To Burkitt, there are several lessons that advertisers could learn mobile marketing and social media:
- Lesson 1: Add a buy button. Why shouldn't more ads be smart modules that could serve as mini sales channels?
- Lesson 2: Stop trying to take consumers away from what they're doing. Go to them on the pages they read and give them a way to buy without leaving the page.
- Lesson 3: Make it easy. Consumers will spend their money if you make a streamlined system for them to do it. Look at PayPal, iTunes, and texting.
Assuming another one of Burkitt's claims is right as well -- that display advertising is set to grow rapidly in 2010 -- there is still a ways to go for an advertising form which has not changed much over the years.
via Laurie Burkitt @ Forbes
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