Dancing Baby Fails and Other Digital Distractions
The picture is of a stack of $20 bills and the headline is, "Secure your low price and get $300." The button says "Switch Today."
Call me dumb, but I have absolutely no idea what they're talking about. I've never heard of the brand, or the parent company, so I do what I do with most dumb marketing messages: I ignore it. (Well, that's only partially true; under normal circumstances I would have ignored it, but I wanted to know who Reliant was—or, at a minimum, what NRG meant for this blob—so I clicked the "Switch Today" button.)
After lots of spinning, I got an error message. Hmmm ... I tried to Google the company and then click through to their web site. A lot more spinning. Another error message. I start to panic. Did I just download a virus that's now wreaking havoc on my desktop?
After switching browsers, I finally got to the Reliant website. It turns out they're an energy company—but none of their links work. So I don't even know if they service my area. Dumb and dumber.
Digital marketing isn't brain surgery, but only a few have figured it out. Take ING Direct, for example. In the same pixel space as Reliant, the ING headline reads, "Turn on the Power of Checking and get a $50 bonus" with 3 bulleted benefits and a big, orange "Learn More" button. Yup. Got it. There's cash for me for opening an account, no fees, 35K fee-free ATMs and I can make deposits from anywhere, anytime. Count me in!
Next time you're crafting a digital ad, put yourself in the reader's shoes. You don't need gimmicks to get attention. You need a benefit-laden headline. You need a visual that supports your message. You need to make sure your link works. And K.I.S.S.: Keep It Simple Stupid.
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.