Week 11 - Click Through Ads

http://www.marketingprofs.com/articles/2012/9575/pear-or-why-a-3-click-through-rate-for-a-banner-ad-is-perfectly-acceptable

We recently went over topic in class a couple chapters ago.....so I found it interesting to read this article.  Basically, the whole point of the article is that a .3% click through rate of banner ads is acceptable because not everyone will be looking to make a purchase at that time.  Therefore, what would be the purpose of clicking on a banner if you weren't looking to purchase at that time.  No one is going to be doing research for a product if they aren't looking to buy at that moment. 

A couple interesting facts about online marketing: 

• 20% of advertising is made up of online ads. 
• $32 billion dollars was spent on online advertising in 2011, which was a 23% increase from the previous year.

They said that the most important thing was PEAR:  Potential Eyeball And Retention.  You need to have an advertisement or banner that is catchy enough to get someone's attention for when they are actually ready to purchase the item.  The author talked about his experience with a new car purchase.

The author said that there were 5 ways to achieve PEAR:

1. The banner ads need to be designed in a way that consisently shows your message and what you want conveyed.
2. Research your audience and place them in places where it would make sense to put them.
3. Make yourself visible on social media sites.
4. Partner with bloggers in your specialty.
5. Invest time & money.