Eddie Bauer to Test Order -Taking Ad Banner
| Category: Banner Advertising | Date: 2001-05-07 |
At the recent Demo 98 conference in the California Desert, a prototype was displayed for a new Eddie Bauer direct response vehicle that takes orders directly from an ad banner. An InternetWeek article (2/9/98) suggests the test will "go live" in the near future.
Instead of clicking through to another website, the ad (for mens jeans) allows shoppers to choose the style, enter size, shipping and payment information and place the order all within the format of the banner. Its actually the first time a secure credit-card solution has been incorporated as an integral part of a Web marketing campaign, according to Narrative Communications Corp. (http://www.narrative.com), producer of the test.
Order-taking banners might overcome a psychological barrier for Web surfers who are attracted to a banner message, but reluctant to follow the banner to another website because they dont want to lose their train of thought or have to hit the "back" button repeatedly to retrace their steps. We think the test is perfectly suited to Eddie Bauer, whose regular website (http://www.eddiebauer.com) is stuffed with slow-loading GIFs that doubtless discourage impulse buyers.
According to Judy Neuman, the sporting goods retailers divisional VP for interactive media, "were going to look at the transactional banner and its return on investment in comparison to traditional interactive media-if there is such a thing as traditional interactive media." Suggests Forrester Research analyst Jim Nail, "when a direct marketer can get an immediate ROI on the sale of products straight out of an ad banner virtually instantly, then I could very easily see significant amounts of money shifting to this from other marketing efforts."
Even though the transactional banner will appear completely automated to users, in fact the transactions will track back to Bauers Microsoft Site Server, where credit card verification will be handled by the same processing system used by its telephone call center.
When M\S began creating and placing banner ads in 1996, there was industry skepticism as to whether banners would last or were even effective. Two years later, banners are still the most effective way to attract consumers. Their ability to carry out niche targeting and the creative technological innovations that have developed has enabled banner ads to swell.
About the Author
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
Instead of clicking through to another website, the ad (for mens jeans) allows shoppers to choose the style, enter size, shipping and payment information and place the order all within the format of the banner. Its actually the first time a secure credit-card solution has been incorporated as an integral part of a Web marketing campaign, according to Narrative Communications Corp. (http://www.narrative.com), producer of the test.
Order-taking banners might overcome a psychological barrier for Web surfers who are attracted to a banner message, but reluctant to follow the banner to another website because they dont want to lose their train of thought or have to hit the "back" button repeatedly to retrace their steps. We think the test is perfectly suited to Eddie Bauer, whose regular website (http://www.eddiebauer.com) is stuffed with slow-loading GIFs that doubtless discourage impulse buyers.
According to Judy Neuman, the sporting goods retailers divisional VP for interactive media, "were going to look at the transactional banner and its return on investment in comparison to traditional interactive media-if there is such a thing as traditional interactive media." Suggests Forrester Research analyst Jim Nail, "when a direct marketer can get an immediate ROI on the sale of products straight out of an ad banner virtually instantly, then I could very easily see significant amounts of money shifting to this from other marketing efforts."
Even though the transactional banner will appear completely automated to users, in fact the transactions will track back to Bauers Microsoft Site Server, where credit card verification will be handled by the same processing system used by its telephone call center.
When M\S began creating and placing banner ads in 1996, there was industry skepticism as to whether banners would last or were even effective. Two years later, banners are still the most effective way to attract consumers. Their ability to carry out niche targeting and the creative technological innovations that have developed has enabled banner ads to swell.
About the Author
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
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