August 27, 2024
Banner blindness: how to avoid it and create campaigns hitting the target audience
In a world saturated with information and advertising, banner blindness is becoming a serious challenge for marketers. A significant part of the promotional content is skillfully filtered by users, which leads to a decrease in the effectiveness of campaigns.
Let’s look at the causes of banner blindness and working strategies to attract the attention of the audience and lead to the desired results!
Banner blindness — a huge problem for business
Today the possibilities of digital space give businesses a lot of tools for communicating with customers, and they are actively used by everyone who sells anything. Therefore, every second smartphone owner receives advertising, spending an average of 1.5 hours a day viewing ads, choosing and ordering goods on the Internet.
An excess of information leads to the fact that the market is rapidly oversaturated with the same type of content, forcing buyers to “filter” ads, skip intrusive or irrelevant offers in their opinion. As a result, the effectiveness of advertising campaigns decreases, leading to an unjustified waste of time and budget. Banner blindness threatens businesses with all of that they are afraid most of all:
- no sales
- no revenue
- no promotion
- no brand recognition
- no satisfied customers
What can you do to combat this phenomenon of the marketing world? First, to know the “enemy” in person — that is, to study the causes of banner blindness.
What are the reasons of banner blindness
Improper placement
Standard locations, as well as non-targeted sites, where your audience is not present, negate the effectiveness of campaigns and lead to senseless spending.
Irrelevant offering
In most cases people search the Internet for certain goods and services, so promotional offers that do not meet their needs and interests cause no reaction.
Excessive advertising
A large amount of advertising, loud or questionable offers, as a rule, have the opposite effect and repel buyers.
Unattractive content
“Dry” text and visuals also do not lead to positive emotions, — they simply do not attract the user.
Violation of privacy
Many people express negative emotions towards promotions that require entering personal information or collecting their contact data — this is treated as a threat to their security.
Negative experience
Some links and banners have negative associations due to previous experience — for example, if the presented product or the format of its advertising did not meet the expectations of the buyer.
Do not allow the above to appear. Pay attention to all the aspects — content, its visual design and placement on advertising platforms. For the most efficient and profitable campaigns, also follow the recommendations below.
How to avoid banner blindness
1. Target and personalize your campaigns. It is important to clearly understand who your potential buyer is and use targeting to attract the audience that is likely to be interested in your services and products.
2. Communicate clear and concise offers that will not only “force” to buy from you, but will illustrate your value proposition.
3. Avoid stereotyping. Include fresh ideas, native creativity, and unusual content in the banner — the audience will not appreciate identical visual effects and common texts.
4. Test different options. Create some templates and test them — this way you can evaluate the advertising performance and invest your budget in proven campaigns.
5. Use multiple marketing channels. Do not narrow your advertising strategy to a single site or platform, if you use several correct channels, you will significantly increase the conversion rate.
6. Collaborate with professionals. Order promotional messaging and banners from reliable specialists. Check the selected company for a license, certification, advanced functionality and satisfied customers.
ImLink provides a range of solutions that help to perfectly attract audience and establish long term relations with clients. Get a quote on our website — and promote your products with no effect of banner blindness!