The Pontiflex Blog

The eleventh thing to do beside banners

September 3, 2008 at 2:03 pm Arun Krishnan Leave a comment

Firstly, before getting started, here’s hoping that everyone had a great Labor Day Holiday weekend (and for those outside America, a nice summer weekend) and here’s also wishing you a successful fourth quarter.

To get things started, I recommend a great article in ClickZ highlights the ten things you can do besides online banners, the click-through rates of which are falling faster than morale of swimmers competing against Michael Phelps.

While the tactics in the article are interesting, it is the philosophy of the piece itself that is right on target. To have a successful fourth quarter, it is essential that any online marketer or media planner recognize that online banners by itself are not going to be cutting it.

It is essential that the plan be bolstered by other elements such as Google site-targeted banners, text links to bolster visibility and yes, banners that work off performance based models such as Cost-perEngagement or Cost-per-Lead AdUnit X banners (the eleventh thing).

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