Dancing Baby Fails and Other Digital Distractions
If you own a product or service, how much marketing value is there in having a person stand on a street corner twirling a directional sign trying to point passing motorists towards your company? I suppose if you own a restaurant and are offering a lunch bargain, and it's between 11:30 and 2 p.m., it might get some attention and customers.
In my book, that marketer gets an A+ for clarity of message (Lunch Special RIGHT HERE!) and the ROI is probably pretty clear too. Give a guy $8 an hour to twirl a $200 sign, and you only need 20 customers to break even.
So why, in the seemingly sophisticated world of digital marketing, are there so many advertising disasters? Who told the marketing director that the first step in digital marketing was to shout and wave your arms to ensure no one misses your message? Or to be vague/coy to drive inquisitive millions to click, just to learn more?
I'm not just talking about that stupid dancing baby—which, by the way, has become so distracting I've been forced to place my hand on my monitor to cover it up while I try to read content on a page—or the creepy picture of the woman who ages 50 years in the span of 2 seconds, or the gal who seems to grow and shrink her belly fat instantly. They're all the equivalent of the guy on the street corner, twirling his sign, but it's not lunch time and I'm not hungry. And I don't have the benefit of turning my head away to ignore the distraction, as I'm on a page with content I want.
The worst offenders are those that craft unclear messages that simply leave me saying "Wha--??"
Take the most recent ad presented on my Yahoo! home page: Reliant is not a brand I know, but apparently it's an NRG Company. (Sorry, still nothing.)
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.