Nowadays, banner ads still appear a lot online and in the apps of our mobile devices. However, people always ignore them and dislike them, because banner ads lower the user experience as they are very distracted and make the user interface not clean. Therefore, the value of banner ads become much less for companies. Rather than using banner ads to hope people would notice and even click, Scott and Ryan suggests using the accessible data and conversations to create branded solutions that help with brand awareness and further consideration.

Giving the example of L’Oréal’s creative solutions, consumers can purchase nail polish in the vending machine in the airport and cosmetics in the subway. Companies should learn from it by thinking from consumers’ perspective in details and what kind of needs they can fulfill. Brands which bring more values to people’s lives would appreciate, because the brand is so considerate and people will have a positive impression of it. Essentially, customers are the priority and the blood of a brand. When social media platforms full of ads, consumers might start having negative feeling against a brand. If a company takes a unique initiative to make consumers feel not being targeted but been taking cared, the effects will be much better than putting ads in the social media platforms.

Scott and Ryan indicate that marketers can still use marketing mix, but go beyond the normal tactics. Listening to consumers’ requests and instead of following other companies’ move, finding an effective marketing method for the particular brand to specific customer segment are more practical and useful.

Source:

http://digiday.com/agencies/fix-social-media-banner-ads/