Comments on: Proof that banner advertising doesn’t actually suck?

By: Linkwheeler

Linkwheeler — Fri, 08 Jan 2010 12:38:06 +0000

If you use banners correctly they can really be a valuable thing.
We have paid for banner ads periodically and they have preformed very well for us.
Regards, David Pagotto

By: Arthur K

Arthur K — Wed, 23 Dec 2009 03:24:21 +0000

I think everything is worth a try. Without trying it yourself to get a first hand impression you are left reading blogs like this one to determine strategy. Nothing wrong with this blog but every situation is different and so is every company and every product.

This case study is a good example of why you shouldn’t just rely on one or 2 blogs, most of which would be saying facebook is waste of time.

By: Cliff Allen

Cliff Allen — Fri, 18 Dec 2009 20:29:20 +0000

Since people had the brand in their profile, it looks like this project was for a well-known consumer brand, right?

Have you seen Facebook ads work this well for lesser known brands or B-to-B companies?

By: inspiredworlds

inspiredworlds — Fri, 04 Dec 2009 02:50:15 +0000

Digital and offline require specialist skill sets, hence the fragmentation. even with digital, there are specialists as you rightly put it – search, eDM, promotions, social, etc…

However, the communication channels will become more integrated. Offline is merging with online. I’m not sure if you have the one stop shop (e.g. through the line agencies), just that the parties need to understand how to integrate the channels more tightly and leverage each other. For example offline advertising can drive social media activity. I could go on, but I think this is a post for another time (hint hint James!).

By: James Duthie

James Duthie — Thu, 03 Dec 2009 11:43:55 +0000

As we spoke about on Twitter Andrew, I agree with you in theory. I see it every day working with our larger clients who maintain multiple agencies. Each agency has their own agenda. And they’re more intent on getting their share of the pie than getting a good result for the client.

I’d love to see a return to the one-stop marketing/comms shop. But the fact is that no-one has mastered the model. Traditional agencies suck at digital. Digital agencies don’t even attempt offline. And that’s ignoring PR and social completely. Who’s gonna lead the charge…?

By: @OtherAndrew

@OtherAndrew — Thu, 03 Dec 2009 02:36:39 +0000

Hi James,

I think the key to the whole discussion lies in this sentence:
“Instead, the key message is to understand your audience first before determining which marketing channels to employ.”

The problem with having a fragmented agency landscape is that social media agencies want to push for social media channels, email marketing specialists want to push that, SEO firms push search, etc etc. As the saying goes, ‘When all you have is a hammer, everything starts to look like a nail.’

My forecast? Clients will get sick of dealing with a hundred different parties each pushing their own agenda, so we’ll soon see a return to holistic agencies that focus on the entire communications spectrum, not marketing or PR, offline or digital, etc.