Advertising has become the epitome of every industry in the corporate world. Mobilizing people to know about a company’s product requires a lot of manpower. Banner ads have bridged the gap between an industry and its consumers. These banners can range from text to graphic images placed on the web to billboards. The process of creating an effective banner ad revolves around the target crowd and the long term goals of a company. The marketing industry relies largely upon the success brought about by the availability of banner ads. A successful company will tend to invest more in marketing strategies since they bring back a lot of returns. However, apart from the positive impacts, this form of advertisement has also brought along criticism as will be discussed below.
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1. Positive Impacts
First and foremost, banner ads have increased awareness in the society. People become well informed about a certain product in terms of prices and usage. The ads send a powerful message to a particular audience and demography and this leads to economic growth. A banner ad doesn’t need to have many writings but if it is appealing enough, it will definitely catch the eye of a customer. With this information an individual can then decide whether or not to go and purchase the product.
Banner ads tend to add on to the employment opportunities in the marketing industry. Coming up with advertising strategies requires skills that are taught in class or through experience. Individuals in the graphic design industry are more likely to land jobs in creation of banner ads. A good ad should have eye-candy information with appealing backgrounds and graphics. It is no doubt that the marketing department in an industry has the highest number of employees.
Retention of consumers/customers through banner ads is a major plus in the marketing industry. Ads placed on the web are more likely to bring back a consumer who wants to make additional purchases. As opposed to traditional advertising, banner ads tend to attract more buyers year in year out. Studies have proven that it is more profitable to retain current customers than to acquire new ones.
Lastly, a good Online banner maker can be creatively used to make superb banner ads that tend to increase revenue in the marketing department. Once an ad attracts a lot of consumers, the product brand tends to bring it a lot of income subsequently. An industry can even increase the price on a certain product without fear of losing consumers. The trick lies in constant advertising and placing the banner ads strategically where customers cannot miss to spot them.
2. Negative Impacts
Using banner ads for advertising can negatively affect the relationship between demand and supply. An industry with a good marketing strategy will tend to attract more consumers than it can handle. This means that an industry might not have enough supply to satisfy the demands of consumers. Consequently, an industry will end up having no surplus goods which might jeopardize its future earnings.
Oversaturation is yet another downside that comes along with banner ads. To a consumer, the increase of web banners is seen as clutter in the gutters of the internet. This is a bad sign since customers will tend to overlook them and opt for commercial ads which are aired once in a while. When the banners become overused, the consumer will tend to think that the deal is too good to be true and thus ignore it. This poses the challenge of not overdoing the act of advertising and still hopes to attract an audience.
At times, the marketing industry is faced with consumer skepticism. A consumer may think twice before clicking on a banner ad on the web. This skepticism is driven by the fact that some websites tend to ask for a lot of personal information before one makes a purchase. In this case, one may not feel comfortable knowing that their details are out there in the open and can be stolen. In other cases, some websites might lead to x-rated sites that impeach the moralities of a consumer. Some banners have led to shady schemes and scams that have made consumers to shy off from revisiting the ads to make additional purchases.
Advertising on the internet poses a danger as market materials can be plagiarized. Logos and trademarks can be copied and used by another party regardless of patent rights. This is possible since the internet is a global tool and has no boundaries. Thus, online marketing is a risky step for a company in as much as it may attract many consumers. This slanderous behavior can easily lead to the downfall of a company in the long run since consumers will doubt its legitimacy.
Conclusion
Web banners are here to stay, regardless of some skeptics’ opinions and talk of banner blindness. The positive impacts of banner ads make them appealing to customers and produce great advertising ROI for advertisers and web publishers.
The world of marketing is the heart of an industry and without it, consumers will not have the information needed. Banner ads have made life easier and it’s amazing the kind of impact they have on individuals. The challenges that have been discussed can however be dealt with for the betterment of a company.
Charlie Donovan started out as an online marketer and developed a passion for visual marketing. Advertising has been one of his major strengths and part of his key business offerings. Based in Florida, his team produces some of the most astounding banner ads.
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