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Step Right Up and Try the Latest Disruptive Advertising!

Posted By Brendan Regan On February 2, 2009 @ 7:51 am In Advertising,B2C,Branding and Advertising Rants,Customer Experience,Driving Points,Improving Conversion,Landing Page Optimization,Media Optimization,Persuasive Scenarios,e-commerce | 12 Comments

[1]In my tenure here on GrokDotCom, I’ve done a pretty good job avoiding the snarkiness and sarcasm that permeate my whole being.  I open with that so you’ll indulge me on this one :)

Recently, I went to MySpace.com [2] to look up a semi-obscure band.  Why did I go there instead of my usual search engine query?  Because every band is on MySpace.  If you are a band, and live in the Milky Way solar system, you are on MySpace, and everyone knows it.  It’s the kind of reputation you could leverage into ad revenue…you know, relevant banner ads, text ads, promotions, etc.

Midway through my brief listening session, the infamous MySpace music player stopped performing its function and overlayed an [3]ad.  To continue listening, I had to dismiss a very intrusive banner.

I won’t waste anyone’s time with why interrupting my favorite song with a banner ad that has to be actively dismissed is a bad idea.  Instead, let’s follow the experience of that one visitor in a million who wants to stop listening to cool music, go off to another site, and take a completely different action.

So let’s look at the p [4]ersuasion scenario [4] the advertiser, Dominoes Pizza, has paid to funnel us into.

The Creative: It’s professional-looking, but it could at least try to have something to do with music.  The call to action button doesn’t really stand out or contrast, and it’s asking for a lot (go from listening to mus [5]ic to ordering food online).

The Landing Page: Yikes, that doesn’t look very fun.  Where’s the scent of information for me to follow?  Am I in the right place?  They also get bonus points for giving me a promotional price on 3 medium pizzas instead of sandwiches!

The Rest of the Scenario: I clicked into the scenario a bit deeper out of morbid curiosity.  Once again, nothing makes me more persuaded to order sandwiches online than a big picture of a plain cheese pizza.  The whole experience seems geared towards ordering pizza, which makes sense if I am a direct entry visitor.  Couldn’t they pass a parameter so the page defaults to the Sandwiches tab? [6]

Disruptive advertising is risky. I’ve already started a mental list of brands I now hate because they interrupted my music listening (Blockbuster and Insurance.com joined the list).  So, if you’re going to risk a bad “brand exposure,” and a backlash of negative word of mouth (or worse yet, bloggers ;) ), you’d better have your ducks in a row for those who actually click through into your conversion funnel.


Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2009/02/02/step-right-up-and-try-the-latest-disruptive-advertising/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2009/02/disruptive-shouting.jpg

[2] MySpace.com: http://profile.myspace.com/index.cfm?fuseaction=music

[3] Image: http://www.grokdotcom.com/wp-content/uploads/2009/01/myspace1.jpeg

[4] p: http://futurenowinc.com/conversion_optimization_service.htm

[5] Image: http://www.grokdotcom.com/wp-content/uploads/2009/01/myspace2.jpeg

[6] Image: http://www.grokdotcom.com/wp-content/uploads/2009/01/myspace3.jpeg

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