Digital Marketing for Engineers Blog

Banner Ads? Why Would Engineering Marketers Ever Buy Banners?

Posted by John Hayes

Aug 10, 2017 11:43:41 AM

If you measure the success of your campaigns only on how many leads they generate, you probably don’t buy banner ads. And you probably shouldn’t.

But if your company aspires to a leadership position in your industry, there is a reasonably good chance that your company does buy banners.

Why the difference? 

Why do companies in leadership positions buy banner ads, but smaller companies don’t? Is it because larger companies have dollars to waste? Do they have very junior people who don’t know how to allocate their marketing budgets?

More likely, they’ve found a way to make banners work for them through specific targets, more complex attribution models, and a whole lot of testing.  

In this post, we’ll look at why banners get a bad rap, and why much of that is deserved. We’ll reason out why banner ads don’t work for lead generation and hence why many industrial marketers don’t buy them. Next, we’ll put banner advertising in its place, which is not for lead generation, but for awareness. As an added bonus, we’ll explore the attribution problem that plagues banner ROI calculations.

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Topics: Branding and awareness, Display advertising and banners, content strategy, Analytics

Do banner ads fit into your engineering marketing campaigns?

Posted by John Hayes

Nov 19, 2015 9:39:32 AM

Coca-Cola isn’t everyone’s favorite soda.  Lululemon yoga pants won’t help you stretch better than another brand.  But the size and profitability of those companies demonstrate the value strong branding.

Branding matters to industrial customers as well.  Consider this.  If your company is generally regarded as the category leader, your brand will always be included in RFPs or considered by engineers when selecting components for their designs.  The power of branding is inarguable.  But it is also terribly hard to measure.

In this post I’ll explore why banners get a bad rap for branding.  I’ll also propose another way (not clicks!) to measure whether your banners are making an impact with engineers.

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Topics: Display advertising and banners

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