Tagged 'marketing funnel'

Explaining the Marketing Funnel

Posted by Leslie Van Zee on November 21st, 2012 at 6:00 am

Although online display ads have traditionally been thought of as most useful in the first part of the marketing funnel, they have developed into a tool that can be used in every part of the funnel.
Understanding the Basic Funnel
The basic marketing funnel that has been around since the late 1800s and was introduced by Elias St. Elmo Lewis. It has been taught in universities for many years in its most basic from which is summarized in the acronym AIDA, which stands for Attention, Interest, Desire/Decision and Action. In this basic marketing funnel the traditional place for online display ads has been in the first phase, attention. But, as technology advances and marketers get more creative, display ads are being used to impact customers throughout the marketing funnel.
Attention
Many people have thought of online banner ads as somewhat of an online equivalent of a billboard. While offline billboards may get your attention, historically, they have been thought to do little more. Online display ads, however, can be much more compelling in a variety of ways including the addition of images, animation, audio or video. These dynamic elements can help get readers' attention and increase the effectiveness of your ads.
Interest
Good ad design can... Read more