Web Banner designs easily become obsolete. Every single improvement on technology adds a layer of difficulty to advertisements. It’s not only a matter of having an upper hand anymore: if you’re not on the know, trust me: you’ll sink and hit rock bottom.
I don’t claim to be an expert on human nature (otherwise, I wouldn’t have as many arguments as I have with my girlfriend), but there is one safe thing to say: we get bored easily. Think of those times on which you get one tiny bit of a song embedded in your brain and you can’t get it out. You want it to stop, you try to think of other tunes but you can’t shake those three notes off of your mind.
Annoying, isn’t it?
Common Sense(less)
Now, try to imagine how your customers feel when they see the same ad over and over and over again. Everywhere, the same ad. All the time, the same ad. A kafkian nightmare in the process (no pun intended).
Sometimes, some of the most powerful decisions in marketing campaigns are the ones that come from plain old common sense, one of the most underrated senses in this world. It is amazing how people force themselves to believe that far-fetched campaigns are a ticket to promotion success. It’s worked before, but there is always an element of chance and randomness. It’s better to stick to the basics
While web banners do not deteriorate as the printed ones, it gets boring after a while and whatever impact your campaign might have will get lost. Great memories are just that, they’re meant to stay that way.
Don’t live in the past. It’s lonely there.
Rebirth, Renewal, Resurrection.
A message can last forever as long as it is written in the language and context of the zeitgeist. Think of literature: many stories echo older tales, yet they manage to be written in a contemporary way. Human motivations don’t really change that much, but technology, sociopolitical changes and the inventive of mankind keeps finding new ways to express itself.
It’s good to shed skins every now and then.
However, sloth and fear of the unknown renders us attached to the old ways. So you managed to craft an amazing campaign, but you fear that change will throw away the success you had. It comes to this: Are you willing to take a challenge or do you want to witness the decay of your campaign? It sounds a bit, eh… terroristic, but bear in mind that the wrong mindset will lead to the wrong choices and these will cost you a pretty penny.
It’s Time to Change.
• Re-write the copy of your campaign. Try to be amusing and informative, give new twists to your message. The roots will get deep only if you dare to grow and take new turns.
• Re-think the visual concept of your campaign. Believe it or not, movies and television affect the way campaigns are thought of. What’s trendy? What’s timeless? What’s pointless? What can be corrected? Ask these questions first.
• Re-locate. Look for new or different sites to promote your products and services. The Internet broadens every day, so chances increase by the tenfold as we speak.
• Rejoice. Change is a positive thing in every aspect of life. Try new things and take note from your success and failure. As long as you’re flexible, there will always be a solution.
In the end…
Changing your web banner campaign will attract new crowds and keep your customers updated and waiting for more. Don’t be lazy, don’t be scared. Change is a good thing. It helps us grow.
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